THE SCIENCE OF SKINCARE
BRAND: NEOSTRATA
ROLE: Creative Director
THE OBJECTIVE:
NEOSTRATA® is a dermo-cosmetic skincare brand within the Kenvue organization. An important pillar of brand equity at Kenvue is leading with a deep emphasis on science. This video explains how the science behind the active ingredients in this Vitamin C Serum work on the skin and showcase the efficacy of this superior formulation.
Bringing The Concept
To Life
It takes many layers of cross functional work and approvals across brand teams, legal and clinical to bring this video to life. Here is a high level overview of the process.
1 / Briefing, Concepting & Brainstorming
Based off of product development information and competitor research, the cross-functional team landed on an overarching direction for the video. After diving into all this information I was able to plan out how the "story" could be brought to life.
2 / Creating, Polishing & Iterating
After the storyboard was approved I worked with a production studio to both film with a model and create custom CGI animations. This included Art Direction of the shoot itself as well casting for the model, voice-over talent and the post-production.
3 / Negotiating, Finalizing & Launching
After several rounds of reviews and some revisions to get the finished product to a place where all the stakeholders were happy with it (including legal!) We were able to launch NEOSTRATA's first ever "Science That Sells" video and make the video available for global distribution in 83 countries.
sharon caminero | creative director
Hi!, I’m a creative leader with 19+ years of experience building brands, developing high-performing in-house teams, and driving strong cross-functional collaboration. I combine creative vision with measurable outcomes, delivering work that connects, converts, and elevates business results. Let’s connect.