Fur® expanded on one of its best-selling formulas with a new applicator, and was looking to relaunch the whole group of products as a family. Our team leaned into the flexible and convenient experience of the new Rollerball format to create this world centered on the tagline, “Let it roll.”

I developed a creative treatment that would feel carefree, buoyant, bright, and fluid; choosing a natural sun and sky set, smooth surfaces and bubbles as props, and wave type and rounded shapes in design.

As the industry trend of beauty brands producing short 3D / VR content arose, we used the launch as our opportunity to participate. I dreamt up a surreal snippet that continued the elemental narrative, where we saw the products’ imprint on the environment, making it more healthy and lush.