“The light from your computer screen is causing wrinkles.”

Good Habit came to us with a series of studies suggesting that the light emitted from our laptops and cellphones penetrate even deeper than sun rays. They created a solution, a skincare line specifically formulated to protect against this type of light, but they weren’t successful yet in selling it.

The challenge: How do you get viewers to believe that light from our digital devices is something to actually worry about?

The solution: Instead of asking viewers to trust us and our opinions, we can show them scientific research instead.

My responsibilities as Creative Director:

Writing: Initially, we faced an unfortunate problem: how do you make a compelling argument about skin damage when they can’t physically see it? So much of skin damage is completely undetectable to the naked eye. Wrinkles, discoloration, and collagen loss don’t happen overnight - they take time to come to the surface. After doing some digging, I found a camera that actually allows you to see that damage. Interestingly, it’s the same kind of camera used in crime scenes & planetary. Finding this equipment allowed us to not just tell people about the damage happening beneath their skin, but also show them real examples as well.

Visuals: All of the visuals written into the script are meant to establish trust, including: the sets and wardrobe, style of the motion graphics, and use of UV camera footage. That footage does a great job really emphasizing that skin damage is clearly happening regardless of whether you can currently see the effects or not.

Post-production feedback: I gave detailed feedback to our editor to help ensure the cut reflected what was intended in the script.