Pond’s needed a quick-hit digital ad that could spotlight their new Super Light Gel—a hydration-focused product designed for modern women dealing with dry, tired skin. The brief was tight: show real, visible hydration, stick close to the product’s science, and wrap it all in a sleek 30-second spot that could cut through the clutter of India’s crowded skincare market.
I came on board during post-production with a clear directive: make the hydration feel real and visible. The script was simple but strong—water-fresh hydration powered by Pond’s Skin Institute’s Cerahaya Mino and 10X hydrating power. That meant visuals had to do the heavy lifting.
Working with the raw footage, we built a narrative that tracked a woman’s day, starting with tired, dry skin and ending with smooth, radiant results. We used clean, fluid transitions to mirror the product’s texture and performance, while overlays highlighted key benefits without feeling clinical.
The first cut leaned too hard into product visuals—technically sharp but emotionally flat. In the second pass, we softened the pace and brought in more closeups of skin, movement, and natural light. By the final round, we struck the right rhythm: tight, lifestyle-driven edits that aligned with the brand’s clean aesthetic and the voiceover’s clear messaging.
The finished ad is a crisp 30-second spot showing real transformation. We paired water imagery with soft lighting and skin-close visuals to bring the “water-fresh” line to life. As the product is applied, viewers see an immediate shift—dull skin becomes visibly softer, smoother, and hydrated. Every beat of the script—from Cerahaya Mino to 10X hydration—was reflected visually without overpowering the flow.
The campaign launched across digital platforms in early 2025. In just a few weeks, Pond’s saw a 25% increase in online engagement and retail partners across 1,000+ stores reported a noticeable bump in sales. Internally, the spot was praised as a perfect match between messaging and visuals—“hydration you can see” in action.
I’m Abhinav, a designer and editor who turns scripts into scroll-stopping stories. If you’ve got a message to move, let’s make it happen.