CarmenTan.Art | Physiogel Triple Action: Case Study & Campaign Results

Physiogel Desktop Game Section Design-Extended BG.png

BIOMIMIC TRIPLE ACTION CAMPAIGN

The Physiogel Triple Action Campaign was a full-funnel digital launch designed to boost product trials and educate consumers about the Daily Moisture Therapy range through an emotionally-driven, science-powered brand story. As Art Director, I helped bring this narrative to life across microsite, social, and video, translating complex dermatological benefits into a visual campaign that felt empowering, relatable, and rewarding.

Digital illustration of a campaign asset

Physiogel daily moisture therapy product range

OBJECTIVE

Drive product trial and brand affinity for the Daily Moisture Therapy range through sampling, storytelling, and education.

CHALLENGE

Reframe Physiogel from a purely clinical product into a warm, empowering everyday skincare solution.
Translate scientific skincare language into intuitive, emotionally relevant content for a mobile-first audience.

FINDINGS

Skin sensitivity is widespread, but brand awareness and education around solutions like Physiogel remain low. Many consumers hesitate to try new products due to fear of flare-ups, uncertainty around technology, and concerns over cost. Building familiarity and trust through education, testimonials, and storytelling was key to bridging that gap.

1 in 5 Malaysians experience skin conditions
50% are hesitant to switch brands due to fear of flare-ups and product waste
Physiogel has low brand familiarity despite its dermatological backing
Consumers lack understanding of BioMimic Technology
Product trust increases with lifestyle storytelling and third-party validation

CREATIVE APPROACH & ART DIRECTION

As Art Director, I was tasked with translating scientific skincare benefits into a visual narrative that felt emotionally engaging, brand-aligned, and culturally relevant. Clinical terms like “BioMimic Technology” don’t resonate emotionally on their own, so we personified the benefits through the BioMimic Squad: three character heroes (Repairer, Hydrator, Restorer) designed to make the triple-action message intuitive and memorable.

To soften the clinical edge, I directed a playful visual system using soft pastels, minimal line art, and layered storytelling across platforms. Every touchpoint—from animated video to sampling game—was carefully crafted to educate without overwhelming. The characters not only guided users through the digital experience but also reinforced brand recall in a way that felt modern, inclusive, and mobile-first. By grounding the strategy in empathy and simplicity, we turned complex science into an experience users wanted to stay with, play through, and share.

THE EXPERIENCE

MICROSITE AND SAMPLING GAME

A fun, educational hub where users met the BioMimic Squad, played a gamified skin defense challenge, and redeemed samples. The goal: make skincare science interactive and sticky.

Creative Intent

Create a low-barrier, high-reward entry point that informed and rewarded without overwhelming.

UX & Visual Features

The site paired scrollable product info with animated visuals and a mini game, supported by share-to-social prompts for wider reach.

Game Mechanics

Players had play a game by collecting BioMimic Squad characters, unlocking samples, vouchers, and weekly lucky prizes.

image with mock for KOSÉ Cozy Corner webpage

Physiogel triple action campaign key visuals

Physiogel triple action campaign microsite design visuals

BIOMIMIC SAVES THE DAY

The hero video was a story-driven animation showing how environmental stressors impact skin, and how the BioMimic Squad activates the triple-action shield. I created the full storyboard and oversaw the animation process, providing quality assurance and visual feedback to third-party vendors throughout the production.

VIDEO HIGHLIGHT

Visual data and storytelling merged to explain dry skin triggers
3D-style character animation to personify Hydrator, Repairer & Restorer
Final transformation visualized through shield animation and radiant glow
Product CTA integrated into narrative, driving sample redemptions

Digital graphic design of a campaign asset

SOCIAL CONTENT AND PERFORMANCE MARKETING

The digital rollout was structured in phased bursts to build curiosity, drive sampling, and amplify user voices. On Facebook and Instagram, modular assets followed content pillars: education, sampling, and testimonials while performance ads supported traffic to the microsite and e-commerce channels. YouTube hosted our edutainment hero video and bite-sized retargeting ads designed for view-through and recall.

Retention Strategy

We used teaser posts and countdowns to build pre-launch hype. Weekly CTAs and IG Story polls kept users engaged.

Engagement Tactics

The BioMimic Squad drove character-led storytelling. KOLs highlighted three key benefits, while UGC contests boosted authenticity and reach.

Performance Integration

Facebook and Instagram ads pushed traffic to the microsite. YouTube bumpers supported brand lift and product trial.

Physiogel triple action campaign posting

RESULT & IMPACT

The campaign outperformed across all major touchpoints. Our hero video drove over 150K views, exceeding benchmarks and demonstrating strong viewer retention. Microsite engagement more than doubled initial traffic projections, with the interactive game and sampling mechanic playing a key role in conversion. Overall, the campaign surpassed KPIs by a wide margin, proving that creative storytelling, when paired with strategic rollout, delivers measurable impact at scale.

ROLE

ART DIRECTOR

ART DIRECTION & VIDEO STORYBOARDING

Led campaign moodboarding, ideated the animation storyline, created the full storyboard, and provided QA feedback to ensure visual consistency across production.

CONTENT DESIGN & SOCIAL EXECUTION

Designed social media content and social ads across Facebook, Instagram, and YouTube, ensuring cohesive campaign rollout aligned with the brand’s tone and digital behaviour.

MICROSITE GAME DESIGN & UI

Owned the sampling game experience, from wireframing and layout to character integration, turning strategy into a fun, interactive mechanic that rewarded engagement.

DESIGNING SCIENCE THAT FEELS HUMAN

What surprised me most on this project wasn’t how complex the science was, it was how much story it took to make people care. I entered the campaign fresh in my role, but fully immersed: sitting in on strategy meetings, watching how creative direction gets shaped from the inside out. My job was to translate clinical benefits into visual storytelling people could relate to, and in doing so, I learned how a good art director doesn’t just decorate, they guide attention, create emotion, and simplify the truth.

Building the BioMimic Squad, shaping the microsite game, and leading the storyboard for the animated video gave me hands-on ownership. But it also taught me to think more systemically about how each visual or design cue contributes to education, recall, and ultimately action. That’s what great creative does. This campaign didn’t just sharpen my craft, it gave me my first taste of thinking like a creative leader.