Wake Up To Proof
role
Freelance Senior Art Director
Project/CLIent
RoC Retinol Summer ‘20 Campaign
services
Concept Ideation
Creative Direction
Design
the campaign
So many products promise amazing benefits.
But without proof, consumers go to bed just hoping their products work. Instead of focusing on the nighttime routine, we’ll emphasize the proof she’ll see in the morning.
visual direction
Our goal was to create a visual world that stood out in the category of night-time skincare. Moving away from the dark hues and bedtime routines, we emphasized the results women see in the morning.
We featured intimate close up shots of women using the camera as their mirror. Resembling the way women examine their faces the morning after their skincare regimen.
Moodboards
Product Photography Exploration
Moodboards
Casting Exploration
Additional RoC Product Photography Campaign “Designed to Work”
Role
Concept Ideation
Creative Direction/Visual Exploration
category challenge
Skincare is not lacking in packaging innovation. Usually packaging is driven by how it stands out on shelf vs designed to deliver the the best results.
creative idea
Show that RoC’s breakthrough capsule innovation is more than just a pretty package.
Visual Exploration for product photography of capsules
Agency
Mother New York
creative team
Image Director
Emily Galvin
Art Director
Nari Kim
Director (TV Spot)
Sharif Hamza
Senior Art Director
Marielle Malamud
Senior Copywriter
Alex Cairo
Creative Director
Karla Mileski