Meet the Micelles

Meet the Micelles! A super smart team of cleansing molecules that work hard to clean your skin, in the form of Garnier’s Micellar Cleansing Water.

These microscopic characters were brought to life for Garnier US by Director Eva Cremers who’s always fun and relatable art direction with the Live Action assist from Director Corey Langelotti and animation production by ARCADE made these four social-forward hybrid live action/animation spots an endearing hit on TikTok, this summer (30 million views and counting!).

Producing both the animation and the live action, our Jelly NY team jumped at the challenge of expanding the storytelling of Director Eva Cremers into a hybrid live-action setting, answering the question of how you craft a universe with sentient, transparent bubble characters, making it feel natural, and above all, clean!

Character Design

Known for her characters full of joy and life, Eva’s approach to the design of these mini Micelles contended with how to make tiny transparent bodies into true scene-stealers in the sunny live-action environment. The Micelles would also have to show up in two distinct states: pristine from the bottle, pre-cleanse and post-cleanse, bellies full with all the end of the day or post workout dirt and make-up they absorbed.

Animation

Bringing their elevated animation and production skills to the campaign, ARCADE animated the unique 3D environments of the micelles, seamlessly marrying them with the live action shots and ensuring the bright and airy lighting was translated accurately through both. ARCADE also took on the challenge of bringing the unique personalities of the Micelles to life through movement, each one showcasing their specific role based on the type of Micelle cleansing water bottle they represented.

Live Action

For Langelotti, It's always about creating a subtle yet creatively and visually dynamic experience and Vicky Raemy’s effortless performance and enjoyable interaction with the Micelles amidst Playful pops of color throughout a modern, homey environment with natural lighting was key.