GF 15% Solution
feat.
The Ordinary
Services
Director
Cinematographer
Post-production
Timeline
5 months
launch date
Jan 14, 2025
Campaign brief
This campaign marks a pivotal moment in skincare, challenging the long-held exclusivity of growth factors — a class of ingredients widely regarded as the gold standard for high-performance, age-support skincare.
Anchored in the powerful concept of "gatebreaking breakthroughs," the launch of The Ordinary's Growth Factors 15% Solution is a direct move to dismantle the ingredient's luxury price barrier. The brief was to introduce this potent, next-generation serum not just as a product, but as a statement. By focusing on the formula's tangible results and innovative efficacy, the campaign reinforces
The Ordinary's core mission: to prove that revolutionary technology shouldn't be gatekept, but delivered to everyone.
Director | Cinematographer | Post-production
As the lead video creative for this 4-star launch, I was embedded in the project for over five months, shaping its visual identity from initial concept to final execution.
Starting with high-level concepting, I served as the video representative, aligning the storytelling for all motion content. As the director for the main campaign commercial suite, including the main hero asset and seven supporting sustain videos. I led the production lifecycle for all eight videos, coordinate closely with external production partners and our internal science teams to ensure a consistent and elevated aesthetic that was cohesive across all touchpoints.
Performance & Impact
Led the main campaign commercial, as well as 6 other video suite
1.99M+ Viewership across platforms, serving as a primary driver of awareness
Sustained a 16.6% average engagement rate across a 4-star brandvoice campaign.