roc skincare

product launches
& brand evolution

RoC Skincare is built on a foundation of science-backed formulas and proven results. With a series of new product launches came an evolution of the brand’s art direction—a fresh, transparent aesthetic that feels clean, modern, and tailored to each product’s unique benefits. The result is a softer, more refined look across all consumer touchpoints.

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

Meet RoC's Fill + Treat Serum, a 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. 

Final campaign video – 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 for this scene.

Director: Kazu Okuda

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

Meet Max Hydration, a power-packed formula that combines two top dermatologist-recommended ingredients, Retinol & Hyaluronic Acid, to deliver clinically proven results instantly & over time.

Director: Kazu Okuda

ECD: Katia Kuethe
ACD: Elijah Park
AD: Bella Raykhman
CW: Alex Cairo
Prop Stylist: Megumi Emoto
Makeup: Tracy Alfajora
Hair: Adam Markarian
Nails: Naomi Yasuda

Meet RoC's Multi Correxion Hydrate + Plump Capsules, which reduces fine lines using a key ingredient, hyaluronic acid. The overall campaign has a harmonious visual feeling to it that spans across the animated gradients, the product, and visualizations. This was one of the first times that a bespoke custom 3D visualization was created for a product campaign.