Retinol 24

Olay’s Retinol24 Max comes back to market with a plain claim: twice the retinoid power of the leading retinol, without the irritation. Futura Collective’s script hits reverse on the signs of aging, so the film plays as a run of eclipses: product over face, face over title, one shot swallowing the next.

We produced the spot in a single day at Be Electric in Brooklyn with director Lana Shahmoradian and cinematographer Basil Fauchier. A white tabletop, a turntable, probe lens close-ups for the skin, and speed ramps to whip from talent to jar. Glass jar and plastic jar, both covered in the same day.

The finished :30 is titled Reverse.