Pond's

Pond's needed a TV commercial that felt real, not a polished beauty ad, but a genuine look into how a woman actually uses skincare as part of her daily life.

The answer was simple: follow Chechu Bonelli, Argentine actress and model, through her real routine. The concept "Discover your Pond's beauty routine" turned a product demonstration into a lifestyle story, showing how the brand fits naturally into the moments before and after a shoot, a performance, or just an ordinary day.

As Art Director, I contributed to the script and storytelling development, built the storyboard alongside the creative team, and led the visual direction of the production, supervising on-set art direction, controlling the voiceover delivery, and designing the graphic cards and typography pieces integrated into the spot.