Creative Direction – PrimalHyal P300. Givaudan Active Beauty

Overview:
PrimalHyal™ P-300 is an advanced active ingredient developed to enhance skin performance and deliver visible anti-aging benefits. The objective of the project was to build a strong and desirable visual universe that translates scientific innovation into a beauty story across multiple touchpoints.

Creative direction:
I defined the full creative direction, establishing the visual identity, concept design, and aesthetic universe for the launch. This included the development of the moodboard, visual language, and overall art direction to ensure a premium expression of the product. I translated the scientific narrative into a clear creative concept that could be expressed across video, imagery, packaging, and communication assets.

My role:
As Creative Studio Manager, I led the art direction of the promotional video and defined the overall visual identity for the campaign. I directed the image-making and advertising assets, ensuring a strong and consistent aesthetic across all outputs. I also oversaw the packaging and design development, as well as the creation of key visual concepts for the product, ensuring alignment between creative vision, scientific messaging, and brand strategy.