Winners profiles 2024
Since 2017, the creative collective Media.Work, founded by Igor Sordokhonov and Maxim Zhestkov, has stood for impressive storytelling. The interdisciplinary team of 18 focuses on translating brand values and product benefits into emotional moving images. In combination with technical perfection, films and animations are created that get under the skin, such as for SkinCeuticals. The effect and scientific background of the cosmetics are conveyed in a subtle manner, with a futuristic look and intelligent metaphors.
Interview with Media.Work
Red Dot: In the impressive commercial for SkinCeuticals, you emphasised the scientific component of the brand. What were your thoughts on this?
Media.Work: The scientific approach is deeply rooted in SkinCeuticals’ DNA and defines the brand’s path and goals. In this case, we tried to keep this perspective and find new visual points to interpret it.
How deep did you have to delve into the composition and manufacture of the products?
Each of the products featured in this campaign is based on a strong scientific formula with specific benefits that we needed to capture. Therefore, for a clear visualisation, it was important to we delve deep into the composition and understand the formula.
The effect of the products is conveyed in metaphors. How can we visualise the process of this creative abstraction?
While working on the projects, we tried to understand the client’s needs and the core of the brand story and then proposed a visualisation based on our artistic interpretation. We always dedicate an extensive amount of time to the R&D phase, exploring different things that would work and best meet the client’s expectations. This process fosters creative thinking, allowing us to experiment and discover unexpected solutions that expand the visual possibilities while staying true to the brand’s vision.
Do you see moving images as the advertising medium of our age for conveying values in the shortest possible time?
Short films are undoubtedly the most influential medium today. However, when it comes to communicating values, it is less about time or format and more about the ability to package and translate values effectively. Consumers cannot be expected to think too attentively before watching a short commercial. They rely on their experiences and sensory impressions. It is therefore important that images are emotionally legible in order to make the essentials quickly understandable.