Director Tavo Ponce and his motiondesign team at TAVO Studio in Madrid explore a “futuristic aesthetic” in this director’s cut highlighting the benefits of the new day and night serum formulas from Spanish cosmetics brand MartiDerm.

Tavo Ponce: “MartiDerm is known for being a laboratory-based company, originating in the pharmaceutical industry. For the launch campaign of its serums, we aimed to represent the duality between both products, conveying their effectiveness and advanced technology.
 

“The biggest challenge of the project was developing visuals that simultaneously evoke a sense of luxury and scientific innovation while also referencing the product’s key benefits.”

 
“These two serums complement each other in their application: one is used during the day, providing vitamins and radiance, while the other is applied at night, offering elasticity and a lifting effect. Based on these premises, we sought to create visual metaphors that convey the products’ qualities while evoking research and the future.

“The biggest challenge of the project was developing visuals that simultaneously evoke a sense of luxury and scientific innovation while also referencing the product’s key benefits.”

Watch the process reel:
 

 
 

 
Client: MartiDerm

Agency: Summa Branding

Production: TA\VO Studio
Director: TA\VO Studio
Designer/animator: Tavo Ponce, Juan Linera, Carlos Vega
Producer: Beatriz Romero

Music/Sound Design: Aaron Graham