| CREATIVE DIRECTION & LOCAL MARKET ADAPTATIONS
Product Launch | C-Tetra Advanced – Medik8 Spain

Turn on the Bright

The global launch of C-Tetra Advanced by UK’s Medik8 required a full 360° adaptation for the Spanish market. The headquarters provided an official global toolkit with base materials and brand guidelines.

Our mission: to reinterpret that toolkit to connect with the Spanish audience, maintaining the brand’s scientific elegance while infusing a warmer, more emotional tone relevant to the local market.

My Role

A GLOBAL TOOLKIT. A NEW LOCAL CHALLENGE

As Creative Director and Project Lead, I oversaw the entire adaptation process in collaboration with the Brand Manager and design team.

My responsibilities:
Translating the global visual language into a localized creative direction.
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Overseeing design and production across all campaign materials.
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Leading art direction for OOH, digital, and on-site event experiences.
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Creating new graphic and visual assets aligned with the Spanish market tone.
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Enhancing the hero image through refined light, reflections, and warmth to amplify the product’s vitality and visual appeal.

360° Execution

A CAMPAIGN THAT SHONE IN EVERY WAY

A 360° launch strategy combining digital presence, on-site experience, and visual storytelling.

Key activations:
On-site event at WOW Concept Madrid, an immersive brand experience introducing the new serum to press, influencers, and experts.
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OOH and Vueling Airlines collaboration, carrying the campaign message “above the clouds.”
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Retail window displays across multiple Spanish cities.
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Creative mailers and visual merchandising tailored for local audiences.
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Digital adaptations for social media, e-commerce, and paid media channels.

Creative Direction

TURN UP THE BRIGHT

The starting point was the global hero image, which I reimagined for local relevance. By adjusting lighting, reflections, and color warmth, the visual gained a sense of vitality and movement, a direct reference to the serum’s luminous effect on the skin. This refined imagery became the foundation for all creative assets, ensuring a cohesive and emotionally resonant visual language throughout the campaign.

Beyond the Launching

A MORE VISIBLE BRAND. A BRIGHTER STORY
A campaign that turned science into emotion and skin into a reflection of the brand.

This project exemplified strategic art direction and creative localization, transforming a global campaign into a visual story that truly resonated with its audience. It reinforced how design sensitivity and cultural adaptation can elevate global brand narratives while preserving their core identity.

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CREATIVE ASSETS

produced and adapted

3 Days

IMMERSIVE EXPERIENCE

WOW Concept Madrid

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RETAIL MERCH

activated across key cities

100 %

VISUAL CONSISTENCY

across global-local materials

OOH | Madrid

Wow Experience | WOW

OOH | Vueling

Window Display | WOW

Video 3D

OOH | Madrid

Pop Up | WOW

Stopper | Merch

Window Display

Art direction, creative coordination and production supervision: Itzel Aldama
In collaboration with: Medik8 Spain Brand Manager and Design Team
Global campaign: Medik8 UK