Sulfur 10% Powder-to-Cream Concentrate
feat.
The Ordinary
Services
Director
Post-production
Timeline
3 months
launch date
Aug 5, 2025
Campaign brief
The launch of The Ordinary’s Sulfur 10% Powder-to-Cream Concentrate positions the brand to capture a significant share of the growing anti-acne spot treatment market, with a focus on Gen Z and younger millennial consumers.
The creative direction is playful, energetic, and highly shareable, tailored for Meta and TikTok platforms. Centered on lifestyle-driven storytelling, the visual narrative highlights human connection and the satisfying sensorial experience of this unique powder-to-cream formula.
Director | Post-production
As the director for the dual-channel launch commercials, I was responsible for the video strategy across all Meta and TikTok content, for both paid and organic media. I led the video narrative and art direction, crafting a playful and energetic visual language specifically designed to resonate with Gen Z and younger millennial audiences.
This involved developing a fresh creative approach for The Ordinary's homepage that broke from traditional content, ensuring the campaign's "Pat it! Don't Pop It!" message was delivered with maximum impact and shareability.
Commericals for both The O. official META and Tiktok channels