Three copper Elvive Growth Booster bottles grouped on a pale surface under soft directional light.
Client
L'Oréal
Role
Creative Direction, 3D Design

L'Oréal ElviveGrowth Booster

To announce their new line of breakthrough hair growth products, L'Oréal tapped us to helm a launch film + asset library for the Elvive Growth Booster.

This launch coincides with a new chapter in the brand, now with extra emphasis on technological advancement and innovation.

Opening frame of the launch film: a serum droplet suspended against a dark field.

Reinventing beauty

Hair loss doesn't just happen for male-identifying folks. Gender inclusivity set the foundation for our visual language explorations. Science was key while avoiding anything too clinical.

To highlight the innovation behind the formulation, we were inspired by natural materials to connote ingredient properties. Pearlescent textures symbolized nourishment. Chrome represented the strength of the aminexil: a Nobel-inspired discovery that fortifies the new hair in its most vulnerable early stages.

A pearlescent bottle cap photographed close, its surface catching iridescent highlights.
Frame from the 30-second cutdown: the serum applicator drawn across a scalp.
Frame showing the formulation rendered as flowing chrome ribbons.

Under the skin

To depict how the formula interacts with the scalp and follicle, we enter a moody environment that demonstrates the energizing action and stimulation. While our motion was entirely inspired by biomimetics, we took a more metaphorical approach in design to keep things beautiful yet informative.

A follicle rendered in cross-section, lit from within.
Chrome filaments twisting through darkness, standing in for the aminexil molecule.
Frame from the scalp activation sequence, energy tracing along the hair shaft.

Product architecture

A product as innovative as this one deserves to be spotlit in an unexpected way. Instead of relying on your traditional single product hero composition, we mirrored the scalp activation metaphor with dozens of products for an editorial look and feel.

Dozens of Elvive bottles arrayed in a repeating grid, receding into soft focus.
A single Elvive bottle standing tall against a pale gradient.
Serum pouring in a slow ribbon across frame.
Editorial composition of Elvive bottles on a deep burgundy ground.
Closing frame: the product line-up lit from behind in warm copper light.