Sleek, scientific, and beauty-forward. This was a unisex product launch that visualized hair growth through molecular motion and rich visual storytelling.
We were brought on by Tendril Studio to direct this CG film for L’Oréal’s Growth Booster launch, created in collaboration with McCann Paris. Our role was to evolve L’Oréal’s visual language; crafting a space that felt design-forward and luxurious, while staying rooted in the science of hair growth.
We led a large team of artists, animators, and compositors to make a sculptural world that felt precise and aspirational. From follicle-scale simulations to molecular fluids and lab-inspired lighting, every detail was treated with intention. The result is a spot that blends biotech storytelling with high-end beauty aesthetics.
Services
Pitch + Concept Development
Direction
3D Design
3D Animation
Editing + Finishing
Partner
Tendril
Studio:
Tendril
L'Oréal
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Elvive Growth Booster
A hair care launch from under the microscope
In the lab
We treated this phase as a space to think through look and feel. We explored hair in micro and macro, how the product should sit in space, and how light could carry both precision and warmth. These tests helped define the sculptural, controlled energy of the final film.
Client
L’Oréal – Elvive Growth Booster (2024)
Agency: McCann Paris
Production: Tendril
Directed by: Molly Smisko & Don Ackerman
Executive Creative Directors: Patrick Coffey, Caroline Leong
Executive Producer: Ramona Gornik Lee
Producers: Charis Mound, Julia Blackwell
Art Director: Joyce Chen
Design & Animation – Houdini: Rich Nosworthy, Danil Krivoruchko, Paulo Schmidt, Damien Patie-Pelicaut, Ezequiel Grand
Design & Animation – Cinema 4D: Hernán Lindenbaum, Runbo Chen, Don Ackerman, Molly Smisko
Lighting & Rendering: Maxime Roz, Christian Hecht, Alex Veaux, Don Ackerman
Compositing: Maxime Roz, Corey Allen
CG Supervisor: Will Sharkey
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