Dove Micellar Water 360 Expression
Visual Strategy · KV Development · Creative Direction · 360 Campaign Design · Print & Digital Applications · Photo & Video Art Direction · TVC Storyboarding & Production Oversight
A calm, purity-driven visual system. Introducing micellar-water technology across every touchpoint. From packaging to digital, print to TVC
The Challenge
New Technology
Dove launched micellar-water technology. A gentle, protective formula for sensitive skin. Defends against environmental stressors.
The brand needed cohesion. One voice across packaging, print, social, and TVC.
The Brief
Express micellar calmness and protection. Stay true to Dove's DNA. Create a soothing, uncomplicated visual language.
Reinforce functional benefits. Superior care that feels effortless.
The Solution
STATEGIC APPROACH
01. Visual Strategy
Defined the unifying creative direction. Ensured every execution expressed micellar calmness
02. Concept Development
Developed multiple visual territories. Directed moodboards. Selected the concepts that best expressed gentleness
03. Creative Production
Led end-to-end execution. Photo and video shoots. Vendor direction and layout refinement
04. System Integration
Aligned packaging, print, social, and TVC. Created a cohesive brand expression
CREATIVE DEVELOPMENT PROCESS
Collaboration & Craft
Hired and briefed an illustrator
Art-directed sketches that captured gentleness
Developed print mockups and TVC storyboards
Each iteration refined the vision. From concept to execution, clarity guided every choice
Explored multiple visual territories
Aligned moodboards for stakeholders
Crafted storyboards for TVC narrative
TOUCHPOINT EXECUTION
Packaging
Clean, minimal design. Micellar technology communicated through soft visual cues. Pure white foundation
Soothing compositions. Controlled water forms. Clear functional messaging with elegant restraint
TVC
Fluid motion and gentle transitions. Water forms that express protection. A stress-free visual world
Social & Digital
Calm, scroll-stopping visuals. Soft gradients and clean typography. Optimized for platform engagement
PRODUCTION EXELLENCE
Photo & Video Shoots
Directed studio sessions. Captured pure, calming imagery. Every frame reinforced micellar gentleness
Vendor Direction
Aligned production partners. Clear briefs ensured consistency. Maintained brand standards across deliverables
Layout Refinement
Iterated designs for clarity. Balanced beauty with function. Created templates for future use
The Impact
360
Full Integration
Cohesive visual system across all touchpoints. Packaging to TVC, social to print
100%
Brand Alignment
Stayed true to Dove's DNA. Elevated functional storytelling
1
Unified Language
Single fluid visual world. Rooted in purity, clarity, and calm
Project Team
Global Marketing · Project Management · Packaging Engineering · Legal · Supply Chain · Adaptive Design · Production Artists
Collaborators
CGI Agency