01
Routine timeline
Reference
Three moments around a product.
Adaptation
Turn the timeline into a routine sequence without timed results.
Final ad
A circular dial makes the routine easy to follow.
THE ORDINARY · MY CREATIVE PROCESS
One brief. Twelve concepts.
Twelve educational concepts explain ingredient roles through twelve supplied ad formats.
I lead the creative strategy, ad messaging and copy refinement; AI is my assistant for research, drafts and image generation.
Selected finished work
See the thinking behind it ↓Why these ads
- The problem
- The working problem was confusion about ingredient roles and how to choose a formula.
- The desired outcome
- Understand the differences and feel more confident choosing a skincare formula.
- My rationale
- TikTok discussions sparked my curiosity, so I chose ingredient education and directed twelve distinct ways to explain it.
01 · Research
TikTok discussions sparked my product curiosity, and AI-assisted research supported my ingredient-education direction.
02 · Strategy
I chose ingredient education, using confusion about formula roles as the working problem behind the messaging.
03 · Creative brief
I directed an educational brief for twelve distinct concepts and refined the messaging and copy with AI assistance.
04 · My direction
I direct the visual approach and request changes to format fidelity and product details.
02
Venn diagram
Reference
Two overlapping benefit areas.
Adaptation
Keep the intersection and give each benefit its own space.
Final ad
Amber and blue discs frame the shared product.
03
Decision tree
Reference
A question with branching choices.
Adaptation
Use the branches to distinguish two ingredient roles.
Final ad
The product endpoints make each path concrete.
Explore the other nine creative routes
04
Claim review
Reference
A negative review creates a reversal.
Adaptation
Replace the customer review with an editorial claim correction.
Final ad
Red marks make the correction the focal point.
05
Reminder UI
Reference
A familiar notification interface.
Adaptation
Turn the interface into evening and daytime reminders.
Final ad
Frosted panels keep the routine cues readable.
06
Contrarian hook
Reference
A negative opening invites a second look.
Adaptation
Redirect the hook toward understanding the ingredient.
Final ad
Torn typography reveals the explanation.
07
Editorial Q&A;
Reference
A conversational question-and-answer format.
Adaptation
Use labelled editorial answers to explain ingredient roles.
Final ad
Alternating bubbles make the lesson easy to scan.
08
Announcement
Reference
Large product-led announcement framing.
Adaptation
Introduce the formula without a stock or scarcity claim.
Final ad
A sculptural seven puts the percentage in focus.
09
Role comparison
Reference
Two opposing product columns.
Adaptation
Compare ingredient jobs without declaring a winner.
Final ad
Equal halves give both roles clear space.
10
Three reasons
Reference
Numbered reasons surround the product.
Adaptation
Keep three callouts with a distinct lesson in each.
Final ad
Leader lines connect the copy to the bottle.
11
Concentration chart
Reference
Bars make a numeric comparison visible.
Adaptation
Compare label percentages without ranking effectiveness.
Final ad
Two coloured bars keep the distinction clear.
12
Formula matrix
Reference
Product columns and feature rows.
Adaptation
Align formula roles and usage context in a shared grid.
Final ad
A structured table supports side-by-side reading.
Review → refine → my quality check
I rejected repetitive layouts, requested closer reference use and flagged bottle proportions for correction.
Process reconstructed from saved records · Working audience hypothesis · AI-generated concepts · Unlaunched · Not affiliated with The Ordinary