L’Occitane en Provence AQUA REOTIER Campaign
Art Direction & Garphic Design
Year 2018
Client: L'Occitane en Provence
Team: Hub 11 — Corina Toma - Management / Daniela Nedelschi - Creative Director / Copywriter - Claudia Cramaroc
L’Occitane en Provence, a well-known international brand, sought to reach a younger audience with the global launch of its Aqua Réotier line. Traditionally appealing to women aged 30 to 45+, the challenge was to engage millennial women aged 25 to 30 and convince them to embrace a product designed to hydrate and enhance their natural complexion.
The creative idea, "Your True Nature," highlighted the connection between our bodies and water, tying this insight to the unique properties of the Réotier spring water. The message, "What are you thirsty for," served as the campaign's central theme, encouraging millennial women to explore how Aqua Réotier could empower their natural beauty and energy.
In this campaign, I was responsible for the art direction, shaping the visual identity across all channels. I developed the look and feel, crafted storyboards, and set execution guidelines for films, GIFs, and InstaStories. I also created graphic designs for animations, and social media posts, ensuring the visuals resonated with the target audience while aligning with the mother-brand’s guidelines.
The digital campaign, developed with a team of 7 creatives at Hub11 - a remote world wide branding agency - successfully launched in March 2018 across major markets including Europe, Japan, the USA, China, and South Korea.
