Renewal in Motion

Role: Sr. Art Director / Lead
Project: Campaign Film / Digital ADs / Print
Agency: Monks

Consumers are worried that their lifestyle is accelerating signs of aging. They are looking for products to help resurface skin texture without irritating their skin. By launching this new liquid exfoliator - the first of its kind on the market in North America - La Mer’s challenge was to convince their consumer that their gentle formula was the perfect way to achieve healthy, smooth and radiant skin.

Every La Mer campaign lives within the water, so for our hero visual we wanted to feature the product in low tide, with gentle waves crashing into it. The idea of a “resurfacing wave" is used throughout the campaign to convey the idea that renewal is constantly in motion.