THE ORDINARY

CREATIVE: Andrew Knives
CLIENT: The Ordinary
ROLE: 2D Illustration / Animation

Motion artist Andrew Knives brings his dreamy, Studio Ghibli inspired visual language to The Ordinary's newest launch, reimagining the brand's Lacto-PDRN 4% + B9 Eye Cream through a surreal fishing fable. Known for nostalgic eye illustrations, luminous skies, and beauty forward storytelling across campaigns for Valentino, Gucci, and Vogue Italia, Knives casts his signature aesthetic over "Catch of the Day," a 10-15 second motion piece that turns an ingredient story into pure visual wonder.

The narrative follows a lone fisherman who reels in a gleaming tin instead of a salmon, revealing PDRN's usual marine origin with a vegan twist. Knives renders the reveal through his signature sparkling, hand-inked eye work, transforming a formulation detail into an emotional payoff as a bowler-hatted salmon swims safely home. The collaboration bridges skincare innovation and anime inspired artistry, marking another instance of H+ Creative connecting emerging visual language with culturally resonant brand storytelling.