Case: Rituals — Freedom from "plastic" life

Case: Rituals — Freedom from "Plastic" Life
(Personal Concept / Not Official)

Idea: A household where nighttime care turns into paranoia. I wanted to showcase the visual absurdity that products leaving stickiness and stains lead us to.

Concept and Insight
My main insight is "life in plastic wrap." Many night creams are so greasy that it's easier to wrap the whole house in plastic than to wash switches or change bedding daily. I took this domestic inconvenience to a visual extreme.

My Storytelling
Setup: A hero driven to despair engages in "mummifying" the space. Furniture, lamps, small details — all under a layer of wrap. It looks like a frame from a psychological thriller, but the reason is maximally relatable.

Climax: The appearance of The Ritual of Ayurveda Night Cream. One touch — and paranoia disappears.

Resolution: The world becomes free. No more need for barriers, as the cream absorbs instantly. Only pure aesthetics and tranquility remain.

Visual Solutions and Style
I worked at the intersection of my two favorite aesthetics:

Brutalism: Cold concrete, harsh shadows, and plastic at the beginning emphasize discomfort.

Quiet Luxury: A transition to soft light, premium textures, and an intimate atmosphere as soon as the product appears.

Why hide life under plastic wrap when you can simply choose the right care?
Rituals: absorbs instantly. Leaves only tenderness.

Disclaimer: This is a creative concept and spec ad. Not affiliated with or commissioned by Rituals.
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