Creative Direction – PrimalHyal NeuroYouth. Givaudan Active Beauty

Overview:
PrimalHyal™ Neuroyouth is an innovative active ingredient designed to address skin aging through a neuro-cosmetic approach. The objective of the project was to create a strong and appealing visual identity that could translate complex scientific concepts into a desirable and engaging story across video, product concepts, and global communication assets.

Creative direction:
I defined the creative direction by establishing the moodboard, visual concept, and color palette, building a cohesive and distinctive universe for PrimalHyal™ Neuroyouth. Based on the scientific narrative and script, I shaped a clear storytelling approach for the video, transforming technical content into an emotionally engaging visual experience. I led the art direction of the video production, guiding the creative team to deliver a refined and impactful result. In parallel, I directed the visual development of two product concepts, defining their design language, key visuals, and overall aesthetic positioning.

My role:
As Creative Studio Manager, I led the project end-to-end, from concept creation to final execution. I translated the script into a compelling visual story and art directed the video team throughout the production process. I was responsible for image selection and visual consistency across all assets. I designed both primary and secondary product concepts, including their key visuals and advertising imagery. Additionally, I oversaw the creation of social media content, as well as visual and video assets for global campaigns, ensuring a cohesive and high-quality brand expression across all touchpoints.