Physiogel Desktop Game Section Design-Extended BG.png

BIOMIMIC TRIPLE ACTION CAMPAIGN

Physiogel Triple Action Campaign: Full-funnel digital launch boosting trials and educating on Daily Moisture Therapy. As Art Director, I turned complex dermatology benefits into relatable, empowering visuals across microsite, social, and video.

Digital illustration of a campaign asset

Physiogel daily moisture therapy product range

PROCESS JOURNEY

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

Physiogel official global KV for daily moisture therapy range

CREATIVE APPROACH & ART DIRECTION

Campaign Strategy & Storytelling
As Art Director, I turned complex skincare science into an emotionally engaging narrative, personifying “BioMimic Technology” through the BioMimic Squad, three characters that made the triple-action benefits intuitive and memorable.

Integrated Experience & Visual Direction
Directed a playful, pastel-based visual system across videos, microsite, and games, educating users while keeping the experience approachable, mobile-first, and shareable

Engagement & Brand Recall
Characters guided users through the journey, reinforcing brand recall and making technical science relatable, inclusive, and fun.

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. I designed and created the UI assets for the game sections.

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 moodboarding, animation concept, full storyboard, and QA to ensure visual consistency across production.

CONTENT DESIGN & SOCIAL EXECUTION

Designed content and ads for Facebook, Instagram, and YouTube, maintaining cohesive brand tone and digital-first behavior.

MICROSITE GAME DESIGN & UI

Owned the sampling game from wireframing to character integration, turning strategy into a fun, engaging mechanic that rewarded participation.

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.