campaign for garnier
THE BRIEF
Create a campaign for Garnier's Micellar Water that recruits new users and re-engages lapsed consumers through a scalable platform, positioning the brand as the market leader.
The commercial will live across TV and social channels.
SERVICES
Campaign Design
Art Direction
Copywriting
RESEARCH
To inform the creative direction, I researched how Micellar Water works, its key skincare benefits, and the various moments consumers use the product throughout their daily routines. This helped identify an opportunity to reposition the product as an everyday skincare essential rather than a single-purpose makeup remover, providing a stronger platform for long-term communication.
CONCEPT DEVELOPMENT
I developed creative territories that approached the brief from different strategic angles before refining and presenting the strongest three concepts.
The final direction, “Me, Micellar & I,” worked through both an emotional and tactical angle:
It tapped emotionally into the multifaceted nature of women through showing the different versions they play on a day to day and positioned make-up removal as solo, self-care ritual.
From a tactical brand perspective, this educates customers on the different usage occasions and product benefits through a single narrative.
Visually, this was expressed through visually cloning one talent.
production
The final commercial brought the concept to life through precise execution and meticulous attention to detail.
Multiple versions of the hero talent were seamlessly composited through rotoscoping alongside a secondary character, with live focus pulls and direct-to-camera dialogue carefully timed to maximise the impact of the 15-second format.
Produced in a single shoot day, the campaign delivered four 15-second films and three hero stills, requiring detailed shot planning, efficient time management and precise blocking.
Lighting, set design and art direction were tightly controlled to create Garnier's signature hyperreal aesthetic, while styling clearly differentiated each version of the hero talent without compromising the cohesion of the brand world.
