Lux Luminique
Client: Unilever (2016)
MY ROLE
Art Direction
TV spot, Key Visuals
CHALLENGE
Our challenge was to create a campaign for the launch of the new range in the Luminique non-silicone series.
The client wanted to communicate moisture and shine from the Jojoba oil as well as fragrance from the flower ingredients.
IDEA
We started with the cultural insight that Japanese women feel the social pressure to fulfill different responsibilities in society, but have little time for themselves.
We strategically positioned the product as a shampoo that women could use during their night-time routine, a special time where they could take care of themselves and their beauty.
Based on this we visualised an escapist night-time world and communicated the emotional benefit of women’s “me-time” through art and copy. The visuals are centred around the water flower to communicate moisture and fragrance. We shot Scarlett Johansson, the floral ingredients and bottles separately, working closely with CG artists and combining the different elements in post-production. Special attention was paid to the hair texture and the skin to communicate the products moisturising benefits.
PRODUCTION COMPANY
TV Spot: MPC Film
Key Visuals: Trival Inc.
Retouch: Alpharobe Inc.
Night-Time Aroma Shampoo TV Spot
15 second TV spot for the Luminique Night-Time shampoo series
Key Visuals
Key Visuals for the shampoo and treatment products. They were designed to be used in-store, for the Lux brand and e-commerce websites.
Shampoo Key Visual
Treatment Key Visual
In Store Mockup
Treatment Range TV Spot
The shampoo series was launched in parallel with the treatment range and a 15 second TV spot.
E-Commerce Visuals
Art Directed visuals for each individual product for the client’s EC site with their respective ingredients.
Luminique Botanical Range
In 2017 the following year, Unilever released the “Botanical Repair” and “Botanical Pure” shampoo and treatment. Building off the water flower in the previous campaign, we created visuals in a consistent style, reflecting the ingredients and “dual aroma” fragrance of the new product.
Campaign Key Visual
Emphasising the waterlily and lavender ingredients, as well as the iconic bottle shape.
“Botanical Pure” Shampoo Key Visual
“Botanical Repair” Shampoo Key Visual
In-Store Mockup
E-Commerce Visuals
Luminique Oil Expert
In 2019, Unilever decided to release the “Oil Expert” shampoo and treatment as part of the Luminique series. We created a TV spot and Key Visuals that communicated the product benefit of three different blend oil ingredients.
15s TV spot
Key Visuals
Key Visuals for the re-launch of Luminique shampoo and treatment products. They were designed to be used in-store, for the Lux brand and e-commerce websites.
Talent Key Visual
Product Key Visual
In-Store Mockup
