POND’S Firm & Lift Launch / 2023

Elevating Anti-Aging Through Precision & Efficacy

Role: Creative Direction, Art Direction, Production, Hands on Execution | Deliverables: Campaign Toolkit | Region: Thailand

Context & Strategy

I led the creative direction for POND’S Firm & Lift (API 300), positioning the range as a premium, efficacy-led anti-aging solution.

The strategy focused on translating clinical ingredients into refined, high-impact visuals that balance science with aspirational beauty across TVC, social and e-commerce.

Narrative Development

20sec Storyboard drawing

Master Film

An elevated, cinematic expression of efficacy and beauty, anchoring the campaign across all touchpoints.

20sec Master Video

Visual Identity

Building a cohesive visual system that blends ingredient storytelling, premium product textures and aspirational talent imagery.

POND'S_Firm&Lift_PKV_Serum_FA_(RGB).jpg
POND'S_Firm&Lift_PKV_Range_FA_(RGB).jpg
POND'S_Firm&Lift_TKV_Side_FA.jpg
POND'S_Firm&Lift_TKV_Frontal_FA.jpg

Social Content

Translating the core narrative into lightweight, attention-driven formats designed for social platforms.

Social Asset 1 - 1x1.jpeg
Social Asset 2 - 1x1.jpeg
Social Asset 3B - 1x1.jpeg
Ponds_Firm+Lift_Social_1.gif
Ponds_Firm+Lift_Social_2.gif
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Ponds_Firm+Lift_Social_6.gif
Ponds_Firm+Lift_Social_5.gif

e-Commerce Adaptation

Adapting the visual system into conversion-focused assets while maintaining a premium and consistent brand expression.

Product Detail Page - Serum

Product Detail Page - Day Cream

The campaign elevated the Firm & Lift range through a refined, science-led visual narrative. The contents achieved over 10M+ views across YouTube, reflecting strong audience engagement and reinforcing premium brand perception.

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