Olay

Cleansing Melts

The Newest Square in Skincare | :30

Olay Melts is the new and unique answer to all those who are dissatisfied with their current cleanser.

Hero looks dissatisfied in the mirror as various shapes cycle over her skin.

Wish your cleanser was in better shape?

ACTIVATE

Hero rubs hands to activate lather.

…activate…

Tiny bubbles clean pore.

…that go deeper to clean, tone, and refresh your skin...

The Newest Square in Skincare | :15

NEW

Hero pulls Melt out of midair from square.

Meet Olay Melts, the newest square in skincare.

Hero draws a large circle, that once completed, turns into a bubble, and it pops into smaller bubbles.

Hero looks in the mirror and touches her face dissatisfied.

Does your cleanser leave you feeling dried out?

ACTIVATE

Hero activates the lather.

…activate,

This leads us to a macro demo where we see the benefits in a bubble. The micro-bubbles go into the pore removing the dirt.

Melts do more than just clean deeper than other cleansers.

Cut to pack shot.

NEW Olay Melts. For your best skin yet.

Hero applies the cleanser to her face and smiles.

…and wash...

We zoom into a macro demo of the micro-bubbles removing dirt.

Agency: Saatchi & Saatchi New York

Creative Directors: Tamara Yakov, Ryan Sheehy

Copywriter: Logan Zlotnick

Art Director: Alexi Pruneda

Olay has been one of the leading skin care brands for years. Known for their high quality anti-aging skincare, Olay knew it was time to tackle your skincare routine from the start with Cleansing Melts. The first of its kind, Cleansing Melts, is a small square that dissolves into a gentle cleansing foam washing away the dirt and makeup from the day without stripping your skins surface.

I spent my summer 2023, as an art director intern with Saatchi & Saatchi New York. During my time, I was fortunate to work on a secret brief for a brand new Olay product. My partner and I presented two concept commercial storyboard ideas for Olay Cleansing Melts. Both ideas were young, fresh and innovative to target the younger demographic we were briefed on. The two storyboards made it through multiple rounds with clients, but ultimately were killed some time after our internship ended.

Hero brightens up when a square appears over her face. She then reaches out, grabs the square and pulls it in to reveal that it is an Olay Melts.

Meet Olay Melts...

WASH

Hero washes her face.

…and wash.

CLEAN, TONE, REFRESH

Hero pats her face dry, and surprised by its softness.

…giving you a deep clean you can feel.

VTC: Wow, so soft!

SOAK

Hero soaks the Melt under faucet water.

Simply soak,...

Flip to a match cut of hero pulling the Olay Melt from the box.

…the newest square in skincare.

Hero draws a large circle, that once completed, turns into a bubble.

Other cleansers have big bubbles that only clean the skin’s surface…

Hand draws an outline of a square to reveal a box of Melts.

CLEAN, TONE, REFRESH

We zoom in on the bubbles as they go into pore to clean it.

Melts have micro-bubbles that go deeper to clean, tone, and refresh your skin.

Spa At Your Fingertips | :30

Reset more than your skincare routine, reset your perception of it. With the ability to melt into $100 spa like clean everyday with Olay, washing your face will feel more luxurious than laborious.

Hero pulls a melt from the box and holds it on her fingertip.

Introducing Olay Melts,

the new cleanser…