For L'Oréal’s latest campaign, their brand CeraVe took over London’s swish and immersive Outernet space. The screens are in 8K, and the sound envelops everyone who enters the cavernous yet inviting space. It’s immersive on a different level. L'Oréal UK, CeraVe’s parent company, tasked Tag with the digital production, giving Dan Todd, creative director, and Mona Nischal, lead producer, a creative challenge.
Together, Dan and Mona really zeroed in on what would be impactful in the space, what would appeal to the brand’s different age demographics, and what - crucially - would drive people to purchase the products from Boots and understand the product benefits.
The result was a stunning display of the products that was as sensorially captivating as it was informative, ensuring that people watching the ad understood that the four different products were designed for different skin types. The team came up with the idea of matrix-like rain made up of small CeraVe bottle images, animating them across the Outernet’s four walls and filling the ceiling with a foam animation, a nod to the cleansers’ formulas.
The UK’s L’Oréal team loved the result and shared their impressions: “The Tag team were able to make magic out of the brief, turning it into a creative that surpassed our expectations. This creative not only exceeded its KPIs on driving awareness but it created a truly talkable moment in and beyond the L’Oréal building!", driving an immediate sales uplift at Boots.
LBB spoke to Mona about how she and Dan brought the spot to life, how they used the Outernet’s space to guide their creative decisions, and what she enjoyed most about working on this campaign.
LBB> What was the brief from L'Oréal on this campaign like? What were the main goals?
Mona> To raise awareness of four key products from CeraVe using the immersive space at the Outernet. To ensure users knew the four products were different and suitable for different skin concerns, and to direct users to Boots, where they would purchase the product.
LBB> What kind of conversations did you have with the creative director, Dan Todd, before production began?
Mona> Dan and I discussed how we needed to create a fully immersive experience in the UK following the launch of the CeraVe in the USA. We went to the Outernet to see the scale that we would be producing for. From there, we knew we could create a truly immersive ‘CeraVe World’ for consumers to experience. Creating 'CeraVe World' allowed people to step inside and feel immersed with the brand as the bottles rained down within the space. Adding QR codes allowed users to run to Boots and buy them.
The Outernet's exterior featuring CeraVe's campaign
LBB> The Outernet is a big, immersive space - different to a screen or a billboard. How did you take the space into consideration when producing the idea?
Mona> We created the ‘CeraVe World', where users would be introduced to four hero products animating on a stage around the outside of the Outernet building. The diagonal CeraVe logo opened and closed inviting users to enter CeraVe world, which featured an immersive ‘matrix style’ rain of CeraVe products and the ambient music from the CeraVe ad. Each product showcased in its full glory, alongside images of four mini dermatologists. Each bottle was introduced around the space, with four block colours and a QR code. It was next level to experience our creative in action, and at the same time with Naomi, our client, and the public around us.
LBB> What was your relationship with the client like - how much creative freedom did you have?
Mona> We had a lot! Dan produced a stunning immersive concept, with wingmen Chris Reade [3D artist], who remodelled the products in 3D, and Ed McCulloch [motion graphics designer ] who designed and created the animation that wrapped the outside of the Outernet. Our client, Naomi, was on board with our idea from the start and throughout the concept coming to life – a dream to work with. It was a fantastic collaboration all round!
LBB> From a production standpoint, were there any challenges to overcome when making the ad?
Mona> The files were massive. Every pixel had to be immaculate because those screens are huge and 8K. The whole team pulled together to make this happen on time - I'm very proud of them!
Mona and Dan seeing the campaign together at the Outernet
LBB> What was your favourite part of the ad?
Mona> My favourite part was bringing the creative idea to life. I loved the idea of the products animating down like rain - it’s very immersive. A lot of hard work and magic went into making a 30 second creative DOOH ad but I was speechless when I saw the ad on the outside and inside in person, and super happy our client was happy.
You may see the ad for 30s, but Dan, Chris, Ed and I, lived and breathed the brand, we got inside the CeraVe bottle, and brought this to life! Watch this space for the next one....