Uncommon Creative Studio Campaign Takes on Big Brands
The Ordinary, a skincare brand known for its science-backed ingredients, has partnered with Uncommon Creative Studio to bring transparency to the beauty world through a new digital archive and campaign. Designed to decode complex scientific research in a way that’s accessible to everyone, the new platform is challenging beauty industry norms.
The campaign became a vehicle for sharing scientific knowledge about skincare, with the aim of getting the resource into as many hands as possible and taking on big brands in the process. The team worked closely with the clients’ in-house scientists, helping to break down complex information and explain why it mattered, bridging the gap between scientific jargon and practical knowledge.
Digestible, original research papers can be found throughout The Ordinary’s online archive — freely accessible to anyone. “Beauty branding often relies on mystique,” senior creative Ellie Daghlian notes, “but The Ordinary has never been about that, and fancy names, packaging, or celeb endorsements are everything they stand against. They are radically honest and transparent; that was the legacy we knew we had to carry forward.”
Embodying the campaign’s ambition of cutting through the noise, the visual language is equally stark and heavy-hitting — utilizing image, type and layout in a straightforward, confident manner. “At its heart, this campaign is about one thing: truth,” Daghlian and her fellow senior creative Elisa Czerwenka explain, “and truth doesn’t need a thousand colors or fonts or crazy imagery, it just needs space.” Through this lens, Ellie and Elisa sought to visually contrast with the hustle and bustle of everyday, city-wide billboard and online campaigns. “The goal of this campaign was always to help people take a moment in their busy lives to read something truly unbiased and factual,” they explain.
