BIOMIMIC TRIPLE ACTION CAMPAIGN
A full-funnel digital launch translating complex dermatology science into relatable, trial-driving storytelling.
PROCESS JOURNEY
OBJECTIVE & CHALLENGES
Drive product trial and brand affinity for the Daily Moisture Therapy range through sampling, storytelling, and education.
CHALLENGE
Clinical Perception
The brand was trusted by dermatologists, but felt cold and intimidating for everyday users.
Science-Led Complexity
BioMimic Technology was difficult to understand and emotionally distant for mobile-first consumers.
Trial Hesitation
Fear of flare-ups, unfamiliar technology, and perceived cost prevented switching and experimentation.
FINDINGS
1 in 5 Malaysians experience skin conditions
50% hesitate to try new skincare due to flare-up risk and product waste
Low consumer familiarity with Physiogel despite strong medical backing
Key Insight:
Trust increases when science is framed through human stories, reassurance, and visual clarity, not clinical explanation.
CREATIVE APPROACH & ART DIRECTION
Humanising Dermatology Science
I translated BioMimic Technology into an intuitive narrative by personifying its triple-action benefits through the BioMimic Squad, three characters representing hydration, repair, and restoration.
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Emotion-Led Education
Complex benefits simplified into visual metaphors
Characters guided users through the experience, reducing intimidation and improving recall
Integrated Visual System
A pastel, approachable design language unified microsite, video, and social, ensuring consistency while remaining mobile-first and shareable.
WHAT I DID
Campaign Storytelling & Art Direction
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Defined the creative concept and narrative framework
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Led moodboarding, visual direction, and character system design
Microsite & Gamified Sampling UX
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Designed the sampling game UI and interaction flow
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Turned education into participation through low-friction play mechanics
Video Storyboarding & Creative QA
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Created the full storyboard for the hero animation
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Oversaw animation execution and quality assurance with third-party vendors
Social & Performance Creative
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Designed modular assets across Facebook, Instagram, and YouTube
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Ensured visual consistency across education, testimonials, and retargeting
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 educates 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.
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
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Visual data and storytelling merged to explain dry skin triggers
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3D-style character animation to personify Hydrator, Repairer & Restorer
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Final transformation visualized through shield animation and radiant glow
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Product CTA integrated into narrative, driving sample redemptions
SOCIAL CONTENT AND PERFORMANCE MARKETING
The campaign launched in phased bursts to build curiosity, drive trial, and reinforce trust.
Retention Strategy
We used teaser posts and countdowns to build pre-launch hype. Weekly CTAs and IG Story polls kept users engaged.
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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.
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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.
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.
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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.
