Garnier
Aqua Defense
Creative, Design, Digital & Technology
A gel that turns to
water on your skin.
Garnier Aqua Defense sells one sensation: a cooling gel that melts into water and drinks straight in. The campaign had to make you feel that the moment you saw it — across a TV film, a product key visual and a social microsite, all working as one. As Associate Creative Director with Publicis for L'Oréal Garnier, I led the creative, design and digital — and the launch went on to top a 2013 beauty award as the season's most-loved moisturiser.
Sell the sensation, not the jar.
The product's magic is a texture — frozen gel that liquefies and vanishes into the skin, powered by glacial spring water. So the whole campaign was tuned to that feeling of fresh, instant hydration: cool greens and clear water, light that looks like it's about to drip. Every asset had to leave you a little thirsty for it.
You should almost feel it before you read a word.
Shot for freshness.
The TV film pairs bright, airy lifestyle footage with high-speed macro of water and gel in motion — the hero texture shot to look irresistible. Days on set: talent and lifestyle scenes on one stage, the product and splash work on another, all graded toward that clean, hydrated glow.
One idea, across every screen.
From the film, the same water language carried into the key visual — the jar caught mid-splash — and into a social microsite where fans weighed in on what real hydration means. One consistent feeling from TV to print to phone, which is exactly what turned a launch into the season's most-talked-about moisturiser.
