Launching a new luxury face serum featuring breakthrough proprietary skincare technology.
Dr. Katie Rodan and Dr. Kathy Fields founded Rodan + Fields with the purpose to give everyone the best skin of their lives and the confidence that comes with it. They believe everyone’s skin has the potential to be great. Skin that is stronger, healthier, more resilient. Their patients’ needs drive their commitment to formulating innovative products that transform complexions and lives. Including their latest breakthrough: Total RF Serum.
The overall campaign objective was to advance the brand's dermatology heritage and establish its position as a leader in anti-aging solutions. The key strategy was to highlight Rodan + Fields’ scientific advancements, expertise in dermatology, and innovative and proprietary skincare technologies.
SCOPE
Campaign Concept & Development
Campaign Visual Identity
CGI Art Direction
Creative Strategy & Direction
Digital Marketing
Iconography
Market & Competitive Research
Photography Art Direction
Presentations
Print
Social
Video Art Direction
Website UI/UX
PARTNERS
Travis Rathbone, Photo + Video
Fancy House of Visual Effects, CGI
Katya Velichansky, Graphic Design
Eric Scheib, Photo Retouching
Emily McCarthy, Copywriting
Rodan + Fields discovered a way to energize skin cells, this is what makes Total RF Serum truly transformational. Their proprietary RF TriEnergy Complex made with Ayurvedic Sandalwood, Indian Kino and Omega 6 Fatty Acids, works like a three-dimensional key to unlock skin’s potential for revitalization and energize millions of skin cells by 200% to tackle all key signs of aging for skin that looks, feels and acts its best. Plus, patented RF3 Antioxidant Complex defends against environmental stressors to help prevent future damage and to support skin revitalization.
The launch of Total RF Serum was an opportunity to elevate Rodan + Fields’ brand perception within the luxury skincare market and the campaign needed to reinforce Total RF Serum’s differentiation within Rodan + Fields portfolio and competitors.
Rodan + Fields’ Berkeley Innovation Center partnered with leading scientists around the globe to source the best-in-class ingredients and develop Total RF Serum’s uniquely powerful “Layered Technologies”. They fused the right combination, quality and dose of ingredients into an exquisite formula to maximize product performance.
A primary objective of the Total RF Serum campaign was to reinforce the emotional transformation and passion and expertise behind the product. In response, I helped conceptualize, develop and produce the ‘Makers’ Story’ that showed scientists as craftsmen and was supported across a variety of channels.
