ABNORMAL FLOWER SHOP
One of The Ordinary’s biggest 360° campaigns at the time, built around one belief: everyone deserves quality.
The Ordinary’s belief that quality skincare belongs to everybody needed to reach a wider audience, especially at a time when rising living costs made that promise more relevant than ever. The challenge was to build awareness and show that quality comes from transparency and honesty, not price across paid, retail, social, and other touchpoints without losing the brand’s direct, no-nonsense voice.
Built a disruptive creative system designed for high-impact media, translating the brand’s belief in transparency and accessible quality into a visual language bold enough to stop people who’d never heard of the brand before. Directed execution across large-format OOH including subway takeovers, station-wide placements, and wild postings across SoHo and Herald Square, plus digital touchpoints. Led the creative team through a multi-market rollout.
Launched across North America, Europe, and the UK. The campaign increased brand awareness and helped grow The Ordinary’s community through a disruptive idea that carried the brand’s values across high-impact media.
Concept
Visual direction
Creative team management
