Olay
Cleansing Melts
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.
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?
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...
Flip to a match cut of hero pulling the Olay Melt from the box.
…the newest square in skincare.
SOAK
Hero soaks the Melt under faucet water.
Simply soak,...
ACTIVATE
Hero rubs hands to activate lather.
…activate…
WASH
Hero washes her face.
…and wash...
Hero draws a large circle, that once completed, turns into a bubble, and it pops into smaller bubbles.
Other cleansers have big bubbles that only clean the skin’s surface…
The bubble POPS and screen in filled with smaller bubbles and text.
…but Melts have micro-bubbles…
Melts have micro-bubbles that go deeper to clean, tone, and refresh your skin.
Tiny bubbles clean pore.
…giving you a deep clean you can feel.
VTC: Wow, so soft!
Hero pats her face dry and smiles.
Start from square one, for your best skin yet. NEW Olay melts.
Hand draws an outline of a square to reveal a box of Melts.
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 looks in the mirror and touches her face dissatisfied.
Does your cleanser leave you feeling dried out?
Hero pulls a melt from the box and holds it on her fingertip.
Introducing Olay Melts,
the new cleanser…
Camera WHOOSHES and zooms into the Melt and we see a tiny, beautiful spa.
…that puts the feel of a spa facial right at your fingertips.
Inside the spa we see the Hero take a Melt and soak it.
Simply soak…
ACTIVATE
Hero activates the lather.
…activate,
WASH
Hero rubs lather into her face.
…and wash…
She continues to rub in the lather.
…for a spa-like clean at home!
CLEAN, TONE, REFRESH
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.
Camera WHOOSHES in again to the later on Hero’s face.
Melts do more than just clean deeper than other cleansers.
Cut to woman drying her face.
They also tone
and refresh your skin,...
The camera zooms out to show the mini spa back on the Melt on our hero’s finger.
…putting that fresh the from spa feeling…
She takes the Melt and holds it up to camera.
…right at your fingertips.
NEW Olay Melts.
For your best skin yet.
Cut to pack shot.
The Newest Square in Skincare | :15
NEW
Hero pulls Melt out of midair from square.
Meet Olay Melts, the newest square in skincare.
SOAK
Simply soak,...
Hero soaks the square.
ACTIVATE
Hero rubs the Melt into a creamy lather.
…activate,...
WASH
…and wash.
Hero rubs lather onto her face.
Hero draws a large circle, that once completed, turns into a bubble.
CLEAN, TONE, REFRESH
We zoom into a macro demo of the micro-bubbles removing dirt.
…that go deeper to clean, tone, and refresh your skin...
Woman holds up an Olay Melt.
Start from Square One,...
…for your best skin yet. NEW Olay Melts.
End on package shot.
Spa At Your Fingertips | :15
NEW
Camera opens on a woman opening a pack of Olay Melts.
Using NEW Olay Melts…
The camera WHOOSHES and zooms in on Melt, revealing a spa on the Hero’s fingertip.
…is like having a spa
at your fingertips.
SOAK
Just soak,...
Inside the spa we see the Hero take a Melt and soak it.
ACTIVATE
Hero activates the lather.
…activate,...
WASH
Hero applies the cleanser to her face and smiles.
…and wash.
We zoom in on the bubbles as they go into pore to clean it.
…for a deeper clean…
Hero pats her face dry, and surprised by its softness.
…that also tones and refreshes your skin.
NEW Olay Melts. For your best skin yet.
End on package shot.
Agency: Saatchi & Saatchi New York
Creative Directors: Tamara Yakov, Ryan Sheehy
Copywriter: Logan Zlotnick
Art Director: Alexi Pruneda