The Beauty Continuum

Client

P&G

Year

2023

Scope

Experiential, Art Direction, Film

TL;DR

As the leaders in skin science, P&G’s Innovation Center in Singapore wanted an experience that showcases their capabilities in data and technicalities in areas such as machine learning and artificial intelligence for the World Congress of Dermatology.

Led creative concept development and art direction · Planned the flow of the experience · Lead a team of designers and animators · Client presentation and management

An experiential event that celebrates P&G’s dedication to skin science innovation through data and research.

SGIC_BeautyContinuum_CHI_Combined_2000x1000_v003.2024-11-12 21_21_30.gif

SGIC_BeautyContinuum_JP_SK-II_2000x1000_v003.2024-11-12 21_21_19.gif

Context

Our client P&G was the proud sponsor of the World Congress of Dermatology held in Singapore for the first time and wanted an experience that flexes their global research that fed their product developments.

This arm of the experience is one of three, with other chapters featuring a VR experience we created for them the year before, and hands-on testing of equipments used in P&G’s research process.

Role

I lead the entire campaign from pitch to delivery as the creative lead, art director, and user experience designer. I coordinated with designers and animators from Kuala Lumpur as well as oversaw the voice recordings for the films in English, Chinese, and Japanese.

I also presented and managed client expectations and conversations throughout the process.

Process

The end consumers were esteemed guests between medical doctors, professional B2B clients, and key opinion leaders (KOL) in the field. As such, the content we were tasked to develop was extensive but still needed to be able to cater to a broad variety of viewers who might not understand in-depth medical terms.

In collaboration with our client and scientists at P&G, we came up with chapters of how our narrative should flow for ease of understanding: data backed by global research at population-scale, zooming in on the needs of an individual, the cellular and molecular needs of a person and then how our research proves and alleviates concerns.

Because of the heavy content, most of our development time went into understanding it and crafting a sensible journey to help viewers understand the vast amount of information we are trying to convey.

The design language came easier as it leans into the dark and sleek, an obvious choice for scientific depictions. I opted for the smart animation of simple shapes, pops of colour, use of gradient, and textures to avoid feeling too clinical or “stuffy”.

We storyboarded our script to pave our way forward before venturing into different key frames from signed-off art direction, gathering feedback and approvals along the way.

Challenges

This process took many iterations of understanding from our part to digest medical journals, lecture-like meeting with in-house scientist along with Q&As to grasp technical scientific content and hands-on testing of the equipments used in said research. It felt like we were back in school!

Information presented to us was also vast and it took many iterations before we arrived at a cohesive red thread to spin a clear narrative from without sacrificing too much content.

As part of a scientific institute, every visual and talking point depicted in our film needed to be accurate with sources credited. Visuals like the cells were heavily discussed and went through many iterations to ensure we captured its likeness.

Outcome

The launch day was a success, seen by many guests of P&G’s at the Singapore Innovation Centre. The client was very pleased with our work and has sent a well-wishing email to the company as recognition of our work.