CLEANERS - Vertical Show
Beauty, Down to the Molecule.
Azelaic Acid Suspension 10% does not need a mythology.
It already has chemistry.
Services
The Idea
We took The Ordinary’s radical transparency literally and went beneath the surface.
The film follows the formula from molecule to drop to skin: an azelaic acid structure forms, moves into the suspension, and carries us through into the face itself.
Instead of illustrating a vague idea of “transformation,” we made the ingredient the protagonist.
The Visual World
Clinical, but never static.
Silver, white and translucent textures create a stripped-back laboratory world while molecular structures, liquid suspension and skin move between macro and microscopic scale.
One moment feels almost architectural. The next, cellular.
The visual tension comes from moving between what we can see and what the formula is doing beneath it.
The Build
We combined product photography, macro beauty imagery, motion design and generative production to create one continuous visual journey.
Packaging and formula remained precise, while molecular animation let us move from the physical product into a more abstract scientific world and back again.
What We Made
A vertical hero film built around the journey molecule → formula → skin, with a visual system designed to extend across social loops, e-commerce motion, paid media and digital launch assets.