Challenging the category
Creative work with gravity
Orbit is our curated selection of creative, branding and design work we keep coming back to. The ideas with pull. The projects that prove great creative thinking is not just about how something looks, but how it expresses itself, creates conversation and earns a place in culture.
Challenging the category.
“Great brands don't just sell products. They challenge categories.”
Uncommon Creative Studio and SMUGGLER started the UK's celebrations off strongly at Cannes Lions this week. The Periodic Fable for The Ordinary is a brilliant example of what happens when a powerful brand truth meets exceptional craft.
By replacing scientific elements with beauty industry buzzwords, the campaign exposes how confusing and misleading skincare marketing has become, while reinforcing The Ordinary's commitment to transparency and simplicity.
What elevates the work beyond a clever idea is its execution. The film is beautifully crafted, emotionally resonant and impossible to ignore.
It tackles an issue that affects millions of consumers, particularly younger audiences navigating an increasingly complex beauty landscape.
We love the clarity, honesty and creative excellence.
Read more and catch up on the full issue here: Orbit Issue 09.
Explore the creative work we love, and everything else in our Orbit here.
