The GlobaLab taps Francis Ng to spearhead AI-powered campaign

Hong Kong-based health supplement brand The GlobaLab has launched its debut premium brand campaign, pivoting away from traditional clinical imagery to introduce a bold new proposition: high-performance wellness.

Developed in partnership with creative agency THISTHISTHIS, the film-led campaign combines cutting-edge German biotechnology with rare polar ingredients, blending scientific rigor with human aspiration.

The campaign features acclaimed actor Francis Ng, whose debut TVC centres on a symbolic "dialogue with the globe". Anchored by the powerful headline “World-class scientific formula, lifelong joint health" (世界級科研配方 關節一世健康), the narrative positions The GlobaLab as a partner in vitality and exploration.

At the heart of the creative is “The Globe” - a signature icon that echoes the brand name and symbolises its mission to bring the world’s most resilient natural elements to consumers. By humanising advanced science through an exchange between Ng and the Globe, the brand seeks to replace the "cold" tone of the supplement category with a story of trust and progress.

The campaign focuses on the universal desire for exploration, presenting the brand’s hero product, Joint GTS, as an everyday enabler of mobility.

Terrence Wu, co-founder and director at Pharma Group, said: “True wellness is about unlocking human potential. Globalab is our flagship brand in this pursuit, combining world-class science with a genuine passion for better living. Ng’s energetic spirit and constant drive to explore life perfectly align with GlobaLab’s philosophy. We are excited to begin this journey together.”

Samuel Ho, creative director at Pharma Group, said: “We’ve moved beyond ‘lab-coat’ clichés to focus on human ambition. This isn’t just a product launch — it sets a new emotional standard for the wellness sector.”

Therese Tsui, assistant creative manager of Pharma Group, added: “ Ng helped us bring the strategy to life with raw, relatable emotion. Our goal was to show that we don’t just support joints — we support the freedom to explore every horizon.”

Klif Lin, founder of AI-integrated studio THISTHISTHIS, said: "Knowing that the product helps users move beyond limitations and keep exploring, the visual idea was to extend that spirit — not just across the human world, but beyond the universe. We explored outer space imagery by leveraging Generative AI and integrating digital photography and photo manipulation to create stunning visuals. This combined workflow allows us to explore visual possibilities that have never been done before."

Looking ahead, The GlobaLab will continue to push boundaries by developing more premium, science-backed solutions, delivering new discoveries and meaningful wellness experiences for consumers who refuse to settle in life.

MARKETING-INTERACTIVE has reached out to THISTHISTHIS for more information.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

OGAWA brings in Catriona Gray to redefine wellness with tech-driven massage chairs
The social side of fitness: How brands can connect with Malaysia’s wellness crowd