Advanced Ceramide

REFORMULATION: CONCEPT, CGI DIRECTION, ON SET DIRECTION

GLOBAL: Print, Video, In-Store, Digital, E-mail, and Social

The campaign’s concept translated the science of the new formula’s hero benefits of ceramides into motion. With golden, springing strands evoking lift, elasticity, and the skin’s luminous rebound. I directed the CGI to move with elegance and energy, creating a visual metaphor for the skin’s transformation.

In still life, the same language continued: lined shadows and sculpted textures echoed the strands’ rhythm, raking light and form through the cream itself. Each variant was lit to capture its essence: cool blue for night, warm gold for day, and soft neutrality when joined together. A sensorial story of light, texture, and renewal, crafted to feel as luxurious and modern as the product itself.