Role: Design Director
Agency: Elmwood Singapore
Responsibilities: Creative concept · Art direction · Film · Production · Post Production · Client presentations
Markets: APAC / Global

The Challenge: Aveeno is a brand synonymous with the soothing power of oats. For the launch of Calm + Restore, the challenge was to build on this trusted heritage while strengthening perceptions of Aveeno as dermatologist-recommended, science-backed skincare, bringing together the power of nature and science for sensitive skin.

The Approach: We evolved Aveeno’s familiar visual world with a refreshed colour palette and elevated art direction, introducing stronger cues of dermatology and science throughout. Clinical-inspired imagery, textures and visual details brought greater credibility to the science behind the formula, while retaining the warmth and natural cues synonymous with Aveeno.

The Outcome: The refreshed creative direction was brought to life across a fully integrated suite of assets, including key visuals, OLV, e-commerce and social content. Featuring both APAC-specific and global talent, the campaign created a cohesive visual world for Calm + Restore that could flex across markets, channels and audiences.

Aveeno