roc skincare

fill & treat 

In this 2022 campaign, the featured product is RoC's Fill + Treat Serum, revolutionary product developed by plastic surgeons and dermatologists as a safe, at-home alternative to fillers. The emphasis of the campign was to feature the unique new product, and its dispensing methodology for a safe application. Different visual cues, including architectural camera angles and round targeted light were used to convey the specfic benefits and the revolutionary nature of this launch. The color palette, of signature RoC blue, cream, and medical green acted as a guiding language for the campaign to have this film be an evolution as well as a revolution in RoC's family of products. 

Director: Kazu Okuda

ECD: Katia Kuethe
AD: Bella Raykhman
CW: Heather Schmitz
Prop Stylist: Megumi Emoto
Makeup: Tracy Alfajora
Hair: Adam Markarian
Nails: Gina Edwards

final campaign, conversations included adding rotation to the camera movement or panning straight up as shown above – the final decision was dependant upon using this shot as an additional brand attribution moment. 

original concepting heroing the product