Victor Ospina

Graphic Designer & Art Director
SkinMedicaDesign & Art Direction Support for HA5® Campaign
SkinMedica approached Front Row to aid in the campaign concepting and visual development for the brands new HA5® Hydrating Foaming Cleanser.  Our project objective was to (1) shape a clear messaging hierarchy that will assist campaign decision-making as a guiding and generative force, and then (2) use that messaging to create compelling imagery that will excite and inspire B2C Customers, as well as synch up with other more professional SkinMedica® executions. Facilitated by my creative director,  I supported the art direction process in pre-production, developing the client-facing concept proposals, outlining specifics like image direction for model & product, lighting reference, model casting, shotlisting, and storyboarding for video and motion graphics.



CONCEPT DESCRIPTION

 Sensorial Cleanse
The “Sensorial Cleanse” campaign world is composed of strong, sculptural representations of foam and models that encapsulate and elevate the codes of the Hydra Collagen collection.

Blending the efficacy of the formula with the luxurious experience of its application, this concept is highly refined with
a cushiony sensorial angle. The cleanser’s texture is brought
to the foreground in a pairing of intense moisture and
artful form of the foam.


B2C  MESSAGING HIERARCHY

 A Cleansing Cloud
of Moisture
Gently elevate your cleanse for profound hydration. Awaken healthy-looking skin through every wash
with the HA5® Hydra Collagen Hydrating Foaming Cleanser, featuring our breakthrough proprietary complex
of five forms of Hyaluronic Acid and Hydra Collagen. Free from sulfate surfactants known to dry skin, this formula introduces foaming amino acids to softly and powerfully nourish the skin barrier. A rich texture sparkles on contact for refreshing and pH-balancing results after rinse—leaving skin feeling clean, calm, and cloud-soft.

B2CB  MESSAGING HIERARCHY

 Cleanse, Comfort,

Condition the Epidermis
Efficaciously cleanse skin in replenishing amino acids with the HA5® Hydra Collagen Hydrating Foaming Cleanser, free from traditional sulfate surfactants known to strip moisture. Leveraging our proprietary HA5® Hydra Collagen Complex of five Hyaluronic Acids and Hydra Collagen, this impactful cleanser gently foams to balance pH and support a resilient barrier. 


A rich texture rinses off clean to comfortably hydrate and achieve a calm, cloud-soft complexion for all skin types.

MOTION GRAPHIC DIRECTION

CAMPAIGN IMAGERY
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