At CGworks, we believe every FOOH video should tell a story.

 

For The Skin Pharmacist’s Caffeine Eye Serum, we were looking for a landmark that could visually connect with the eye area and the product’s promise. The answer was hiding in plain sight: the Marousi roundabout. A central and highly recognizable location, surrounded by traffic and urban pollution, with a perfectly circular shape that instantly reminded us of the human eye.

 

From there, the concept quickly took shape. We designed a futuristic structure at the center of the roundabout, inspired by the advanced technology behind the serum itself. The structure opens like an eye, revealing the product. As the serum appears, the haze clears, the sky brightens and the environment transforms, reflecting the product’s ability to revitalize the eye area and reduce the appearance of dark circles. The final stage was renewal, with flowers and greenery blooming around the product, bringing the landscape back to life.

One of the biggest production challenges was capturing the drone footage. To fit the entire roundabout within the frame, we had to fly significantly higher than usual, increasing the time required for the drone to reach the perfect overhead position. The location also contained construction sites, large parking areas and even an abandoned amusement park, all of which were carefully transformed through CGI and compositing into green spaces and urban architecture while preserving the identity of the location.

 

By combining real footage with stunning CGI elements, we achieved a realistic and immersive experience that captivated viewers, boosting engagement by more than 30%.