Garnier Vitamin ABC Purple Serum
For the Asia market, I led this campaign alongside Garnier's emerging markets team. Inspired by Kpop and the avant garde world of Gentle Monster, I wanted to bring a bold, artistic vision to skincare.
We shot in front of a giant LED screen, using a pixel effect to represent the skin's transformation. The serum's signature purple became the color of that change, shifting from pixelated to smooth as the skin transforms. A talented 3D artist brought my pixel world to life, creating a look that feels futuristic, playful and distinctly Gen Z.
Mood Board
The starting point: Kpop energy, Gentle Monster's artistry and a pixel world in purple.
Animation Inspiration
A reference for how the pixel effect comes to life. When the drop of serum lands, it triggers the pixels in the background, which ripple outward and smooth out as the skin transforms.
Final Background Direction:
Pixel textures, purple gradients and light, which shaped the world our talent stepped into
The Film
Directed by Romain Le Cam, the film brings the pixel transformation to life in motion, as the world around the skin evolves from pixelated to perfectly smooth.