Overview
An integrated skincare campaign showcasing measurable dark spot reduction through a clear and impactful visual system.
Role
Art Director
Year
2025
Working from pre-produced video and photography assets, the task was to construct the global campaign system. Existing footage and key visuals were selected, reframed and structured into a coherent narrative, defining hierarchy, claims and visual rhythm across formats.
The objective was to transform available materials into a unified global campaign built on clarity, consistency and scientific credibility. Cohesion was maintained across TV commercial, digital, print and OOH, ensuring compositional balance and message clarity regardless of scale or placement.
Built to Prove
The print and OOH executions translated scientific efficacy into a physical act of disappearance. In magazines, a layered page revealed visible dark spots on first view, only to remove them as the page turned, making reduction tangible through interaction. The OOH concept extended this logic into the urban space, using reactive ink to expose hidden spots before gradually fading them away. In both cases, proof was not shown, it was experienced.
Magazine - The Page Turn
The magazine execution transformed reduction into a physical gesture. A layered page initially revealed visible dark spots, which disappeared as the page was turned. The act of flipping became a metaphor for treatment itself, turning efficacy into interaction and proof into a tactile experience.
OOH - The Hidden Layer
To communicate “even hidden ones”, the OOH concept introduced reactive ink that illuminated invisible pigmentation at night. Under specific lighting conditions, hidden spots appeared before gradually fading, making the unseen perceptible within the urban environment. Scientific performance was not described; it was revealed in real time.
