AVEENO® — Interactive Tablet Coverflow & Magazine Takeover

A Digital Centerfold: Bringing Aspirational Beauty to Life Through Intuitive Touch Mechanics

Role & Engagement

Executive Creative Director
Ansible / IPG Mediabrands for Johnson & Johnson

The Brief & Opportunity

With tablet adoption surging among AVEENO®’s core demographic—female beauty enthusiasts ages 25–49—the brand needed a premium rich-media format to showcase its flagship Daily Moisturizing Lotion and POSITIVELY RADIANT® skincare lines. Featuring brand ambassador Jennifer Aniston, the objective was to transform traditional digital magazine advertising into an interactive, publication-grade digital centerfold. The ad needed to blend seamlessly into native magazine app environments, delivering zero-friction product exploration and direct path-to-purchase e-commerce conversion.

Strategic & Creative Scope

Concept & Spatial Design
Conceived an interactive “beauty counter” aesthetic, elevating product placement while framing Jennifer Aniston’s aspirational background imagery.

Hands-On Creative Execution
Stepped in during team resource constraints to lead end-to-end Art Direction, UI layout design, and interactive motion storyboarding.

Modernized Engineering Alignment
Partnered directly with major tablet publishers and ad-tech developers to fine-tune lightweight HTML5 canvas physics, 60fps GPU-accelerated transitions, and responsive gesture handling.

Creative Concept

The Digital Beauty Counter

Rather than serving standard static banners or disruptive overlays, the campaign reimagined the iconic magazine centerfold into a tactile, touch-first retail display embedded within premium editorial apps.

Intuitive Gestures & Spatial Depth

3D Touch Product Carousel

Engineered a responsive, swipeable 3D carousel using hardware-accelerated transforms, allowing users to browse through AVEENO® products with natural, fluid gesture physics.

Frosted Glass Pedestal

Engineered a floating, frosted-glass shelf interface at the base of the unit. This created a subtle visual bridge between foreground product SKUs and background brand imagery—mimicking a high-end department store beauty counter.

Dynamic Web-to-Shelf Path to Purchase

Integrated interactive tap-to-expand modal cards that revealed benefits, real-time retailer availability, and direct-to-cart purchasing options without kicking users out of their reading flow.

Impact & Results

Category Platform Growth

Accelerated the POSITIVELY RADIANT® lineup to become AVEENO®’s largest and highest-performing facial care platform.

High Engagement & E-Commerce Conversions

Outperformed engagement and click-through benchmarks across all participating digital magazine titles.

Multi-Year Client Renewal

The creative system performed so effectively that Johnson & Johnson re-commissioned the exact ad architecture for the subsequent year’s campaign—updating only the flagship Aniston hero photography.

Experience Architecture & Technical Execution

Creative Challenge Touch-First Solution Business Impact
Digital Ad Friction Complex touch controls in mobile ads often cause drop-off and user frustration. Integrated native swipe gestures with 60fps GPU acceleration, resulting in immediate engagement.
Editorial Immersion Intrusive ads disrupt the reading flow of digital magazine apps. Styled the unit as an elegant digital centerfold built on a frosted-glass beauty counter aesthetic.
Multi-Publisher Fidelity HTML5 rich-media assets often render inconsistently across varied ad networks. Standardized modular HTML5 web components to ensure fluid performance across all tablet viewports.