The spots

L’OREAL

MEET THE MICELLES

THE ASK

CREATE THE ADORABLE CREATURES - THE MICELLES - THAT LIVE IN THE MICELLAIR WATER AND CREATE 4 SOCIAL-FORWARD SPOTS SHOWING THE KEY FEATURES OF THE PRODUCT, COMBINING LIVE ACTION WITH 3D.

I was very proud to have won the pitch against two meaty agencies. After creating the Micelles and the world they live in, I’ve teamed up with live action director Corey Langelotti and animation team Arcade to bring these ads to life. Within this hybrid live-action setting, we’ve answered the question - how do you craft a universe with sentient, transparent bubble characters, making it feel natural, and above all, clean?

Very excited the spots are proving an endearing hit on TikTok (50 million views and counting!)

THE SOLVE

The environments

Scene stealers

I’ve had a lot of fun crafting these otherwordly environments in which the Micelles live, to enhance the storytelling from the benefits of the Micellair water.
Check out some of the work in progress on the right.

Scene stealers

My approach to the design of these mini Micelles contended with how to make tiny transparent bodies into true scene-stealers in the sunny live-action environment. The Micelles would also have to show up in two distinct states: pristine from the bottle, pre-cleanse and post-cleanse, bellies full with all the end of the day or post workout dirt and make-up they absorbed.