Powering up your routine

Olay

Convincing skin-junkies of any age or gender, that Retinol24 is the ultimate power-up for their nightly routine. 

CGI
Photography
Advertising
Social
Shopper

Agency: Brave
Art direction: Ben Attwood
Design: Tim Nejad
Creative Direction: Annie Fox
CGI: Wild

My role: Creative, art direction, design & copy

Project
summary

Tasked with broadening Retinol24's reach - we took the opportunity to own the nighttime category.

Olay's simplified, balanced, award-winning Retinol formula works hard every night to restore, refresh and renew. We launched it as the ultimate power-up in anyone's nightly routine.

Our creative approach simplified complex skin science through myth-busting and a focus on proof-based claims.

Using the visual metaphor of charging, we referenced how retinol renews skin cells. And subtly showed the link between skincare and well-being.

The use of pulses and neon-like art direction was reflective of the immediate benefits- radiating confidence.

The look and feel relaunched Retinol24 across global markets and, for the first time, was tailored to a variety of age groups and both genders.

The toolkit had to educate and persuade a broad audience to include Olay's formulated Retinol in their nightly regimes.