Promotional video for the New York based Skin-Care and Make-Up-Brand When life gives you lemons.
WLYGL approached me to come up with a creative and experimental lettering piece to highlight their oil-based booster. Something surprising, something that takes on a different perspective.
I choose one of the ingredients, the microalgae, to use for this project and searched for a new way to highlight it. After a lot of experimenting with the microalgae I finally implemented the concept in the laboratory with the support of Gläsernes Labor here in Berlin. I compiled the process into a promotional video as well as photos through the whole process.
My first approach was to write into the microalgae powder and then to mix water to it, so the powder would dissolve. So far in theory, but after several attempts it ended up not mixing with the power as spectacular as hoped, so I kept experimenting.
For the next concept I had the idea to lay out the letters with the powder and then mix water to it, hoping it the dissolving effect would be bigger. It did worked on the edges of the letter, but the thick layer of the powder stopped the water.
After a lot of experimenting with the microalgae I finally implemented the concept in the laboratory with the support of Gläsernes Labor here in Berlin.
We decided to do the final run in a petri-dish, to emphasise this experimental feeling of the project.
I mixed up the powder with water and wrote down the word “Strength” with a brush. After this add a little bit water with a pipette into the letters under a binocular and a microscope to see the microalgae moving as the water dissolved more and more of the powder.