Creative Direction – VectorHyal. Givaudan Active Beauty

Overview:
Vectorhyal is a key active ingredient within Givaudan Active Beauty’s portfolio, requiring a compelling and elevated visual narrative to support its global launch and communication. The project aimed to translate its scientific benefits into an engaging and desirable story across multiple touchpoints, including video, social media, and print assets for international events and salons.

Creative direction:
I defined and established the overall creative direction for Vectorhyal, shaping a distinctive visual universe. This included the development of the moodboard, color palette, and narrative tone to ensure a strong and consistent identity. Working closely with the Communication and Category Manager, translating a script into a refined storytelling approach that balanced scientific credibility with visual appeal. I led the artistic direction of the promotional video, guiding the motion designer and video specialist to craft a visually and engaging film aligned with the brand vision.

My role:
As Creative Studio Manager, I led the project from concept to execution. I established the creative foundation, directed the video production, and collaborated cross-functionally to ensure alignment between strategy and design. I art directed the motion designer and video specialist throughout the process, ensuring a high level of aesthetic quality and storytelling impact. I oversaw the development of supporting assets for social media and print, designed for global activation across events and industry salons.