OVERVIEW
BRAND
The Ordinary
PRODUCT
Hyaluronic Acid 2% + B5 (with Ceramides)
AIM
Strengthen The Ordinary’s image as a brand of integrity and authenticity, fostering deeper trust and emotional connection through the metaphor of transparency.
This campaign redefines TRANSPARENCY—not only as a PHYSICAL PROPERTY of Hyaluronic Acid, but as a profound HUMAN VIRTUE. The crystal-clear liquid becomes a living metaphor for SELF-AWARENESS, INTEGRITY & INNER CLARITY. Scientifically pure and purpose-driven, Hyaluronic Acid embodies the essence of truth in both FORM and FUNCTION. This concept transforms this innate CHARECTERISTIC into a POETIC NARRATIVE: a celebration of seeing oneself clearly, acting with honesty, and moving through the world with unclouded intention.
Transparency, Integrity, Science, Simplicity, Accessibility
Campaign Film & Visuals, Digital Experience (Mobile), AR Filter, Spatial Concept (Pop-up Store, Retail, Installation, Outdoor Brand Activation), Sculpture, Artwork Curation, 3D Visualization
HERO FILMS | Campaign Films Based on The Conceptual Triad (Metal, Transparent, Real)
SPATIAL CONCEPT | Pop-Up Store, Retail Concept, Stage Design, Summer Club
THE LIQUID ROOM | Pop-up Store
This pop- up installation takes place in a custom designed cube. The entrance wall is made of a liquid-resembling material which takes the visitors inside the Liquid Entity. From outside, “liquidized” bodies can be seen as they walk through the space. The installation is interlinked with the digital experience.
Credits: Concept, 3D Modeling (Blender)
THE LIQUID STUDIO | Retail Concept
The Liquid Entity Campaign continues to echo through retail. Custom-made “liquid” elements carry the idea of transparency in virtue and material further.
Credits: Concept, 3D Modeling (Blender)
THE LIQUID PORTAL | Stage Design
The Liquid Portal is an outdoor installation to be used as Stage Design. It uses recycled water for a waterfall effect. Optionally, it can be used as a portal that visitors can walk through.
Credits: Concept, 3D Modeling (Blender)
THE ORDINARY SUMMER CLUB | Outdoor Brand Activation
The Ordinary Summer Club is an outdoor brand activation that creates a custom space for “renewal” for its clients.
Includes: (1) The Pool of Being | (2) Liquid Bar | (3) Liquid Photo Wall | (4) Liquid Shower | (5) DJ Booth)
Credits: Concept, 3D Modeling (Blender)
CONCEPTUAL VISUALS | Portraying the “Liquid Entity”
These conceptual visuals follow the Conceptual Triad Narrative, focusing on The Transparent Self (ACT II) with the aim to highlight “transparency”.
Credits: Image Prompting (DALL-E), Photo Edit (Photoshop)
DIGITAL EXPERIENCE (Mobile) | Three-Act Narrative
This mobile digital experience leads users through a compelling three-act narrative—designed to engage emotionally, build trust, and invite deeper interaction. As the story unfolds, users are gently guided toward one of three actions: visiting the physical installation, continuing their journey through an AR filter, or seamlessly transitioning to product discovery and purchase.
Credits: Digital Design/Prototyping (Figma)
CUSTOM AR FILTER | “Liquidity” PHYSICAL SCULPTURE | “Liquid Entity”
Credits: SparkAR
Credits: Sculpture Modeling
ART WORK CURATION | “Sympathetic Resonance” by Lanchlan Turczan
Description: An array of eleven mirrored vessels filled with shallow pools of water hum with infrasonic tones, creating cymatic patterns on the water’s surface. As viewers approach the sculptures and navigate the space, their movements are reflected in changes to the tones and wave patterning. I see this work as a musical instrument - a kind of wind chime that sings in response to the public rather than the wind.
Credits: Curation
In addition to a custom spatial experience, as a part of the experiential programming of “Liquid Entity”, I suggest the curation of Sympathetic Resonance (2023) by Lachlan Turczan. This art work extends the concept of the liquid (material) as a living and breathing being.
PROGRAM CURATION | Experiential Programming
BONUS | “Liquid Lounge” + Freebie
ICE LUGE FOR SERVING COCKTAILS
The bartender pours the cocktail into the ICE LUGE, pouring through the Liquid Entity.
Credits: Photo Edit (Photoshop)
TRANSPARENT WATER CAN
A can in a liquid packaging form.
Credits: 3D Modeling (Blender)
THE LIQUID LOUNGE
Offering free water with vitamins, product display, and Liquid Face installation
Credits: 3D Modeling (Blender)