Sulfur 10% Powder-to-Cream Concentrate
The films
feat.
The Ordinary
Scope
Director
Post-production
Timeline
3 months
launch date
Aug 5, 2025
The 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.
My approach
I directed the launch commercials for Meta and TikTok and led the video narrative and art direction, crafting a playful, energetic visual language for Gen Z and younger millennial audiences.
I also developed a fresh creative approach for The Ordinary’s homepage that broke from its usual content, carrying the campaign’s “Pat it! Don’t Pop It!” message with energy and shareability.
