Taking Retinol to the MAX

Olay

A bold new VI and campaign to encourage the skincare obsessed to upgrade to MAX potency.

3D
Art direction
Digital
Social
Advertising

Agency: Brave
Art direction: Jasmine O'Dell
Creative Direction: Caroline Paris
Photography: Charlotte May
CGI: Wild

My role: Concepts, art direction, design & copy

Project
summary

Introducing the first of the Max collection; Retinol24 Max.

We were tasked with launching the product across all markets with a big idea and a distinctive look and feel.

The idea had to premiumise the brand and educate skin fanatics that RetMax was 40% more potent.

Because retinoid works hard, renewing skin cells overnight. We compared It to a good night's sleep. And we all know, that a great night's sleep, can do wonders for your skin. So imagine that, max-imised!

A suite of CGI dreamscapes were created, in partnership with WILD. Bringing to life the main themes of hydration, night time and smoothness.

Key visuals, activation ideas and a large toolkit were created to be used throughout the UK and Europe.

Part education, part inspiration, the CGI visuals worked hard for us - Populating social toolkits, instore, physical, & online touchpoints.