Led the creative concept, visual storytelling, and end-to-end execution of a four-part video series exploring the origins of the brand's iconic skincare innovation through the theme of Energy. The series unfolded across four chapters—Energy of the Sea, Energy of Harvest, Energy of Fermentation, and Energy of Miracle Broth™—guiding audiences through the transformation of natural ingredients into the brand's signature formula. The result was a cohesive storytelling framework that elevated scientific innovation into a compelling luxury brand narrative while maintaining visual consistency across the entire series. *Final output does not use Elevenlabs voice over.
ART DIRECTION
MY ROLE
I developed the narrative from initial concept, storyboards, and visual direction through final motion design and post-production, leveraging AI-powered creative tools including Adobe Firefly for image generation and ElevenLabs for voice synthesis alongside advanced motion graphics to craft a cinematic, emotionally engaging experience.
DESIGN PROCESS
With the art direction established, I developed the opening title card to establish the visual language and energy of the film. I explored multiple motion concepts—including ocean waves and circular movements—to visually connect the brand’s identity with the campaign message, “La Mer Gives Skin Life.” Once the dynamic motion direction was defined, I developed a playful and contemporary typographic system for the supers, bringing a more youthful energy to the overall storytelling while maintaining the brand’s premium aesthetic. I also explored music and sound design in parallel to build a cohesive emotional tone and rhythm. To refine the pacing and narration, I used ElevenLabs to prototype voiceover treatments and test timing before moving into final production with La Mer’s official voice talent. This iterative process allowed me to align motion, typography, sound, and voice into a cohesive opening experience.
FINAL OUTPUT