Behind the Work

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As Creative Director at the agency Moccu, I was responsible for directing the design and visual execution of the Hydra Genius campaign. My role was to translate the creative concept into a coherent visual language that could scale across all touchpoints while staying aligned with L’Oréal Paris’ brand standards.

I conceptualised the short-form videos for social media, defining visual ideas, rhythm and storytelling formats adapted to digital platforms. In parallel, I was in charge of managing the production of all campaign photography, overseeing the execution of visuals imagined by the concept creator and ensuring they were delivered with consistency, quality and clarity.

This campaign was a personal highlight for me. It was one of the largest projects I had the opportunity to work on, combining a digital platform, a live event and extensive visual production. It also marked my first experience leading a photoshoot, allowing me to take responsibility for visual decisions on set and collaborate closely with photographers and production teams.The Waterbar event in Berlin, hosted in a swimming pool, became a key moment of the launch and generated strong real-time engagement through influencer coverage.

The campaign website evolved through several phases, combining product showcases, tests, lifestyle content and conversion-focused modules to support the launch over time.

Results That Matter

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The campaign achieved strong engagement and a recognisable visual identity. The combination of physical activation, social video content and digital execution created momentum that extended beyond the initial launch.

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Key Outcomes

• Clear and consistent design direction across all campaign touchpoints

• Social media video formats adapted to platform-specific storytelling

• High-quality photographic assets delivered at scale

• Strong engagement through influencer coverage and live event activation

• A personal milestone through first large-scale photoshoot direction