Lacto-PDRN* 4% + B9 Eye Cream
feat.
The Ordinary
Services
Director
Creative Production
Timeline
3 months
launch date
25, Aug, 2026
Campaign brief
Built around “The Power of Ascending Innovation”, the campaign launched Lacto-PDRN* 4% + B9 Eye Cream as The Ordinary’s first eye cream, highlighting both immediate and long-term benefits.
Beyond product launch, the campaign also served as a Brand Voice moment, using the innovation to reinforce The Ordinary’s science-led, authoritative and distinctive branding.
Director | Lead of Video Production
As Director and Video Production Lead, I translated the campaign platform into a cohesive video narrative built around elevation and firmness.
I developed the creative system around the elevator as a tangible campaign device, extending from the launch film into sustain content, graphic adaptations and paid media. Working closely with the Creative Director, I led the video creative to ensure the device remained consistent across formats while connecting with the broader campaign ecosystem.