The Problem

Oral-B needed to differentiate the premium iO line in a crowded market. Customers were confused by multiple advanced models, causing hesitation and choice paralysis. The challenge was to educate without overwhelming and create a scalable digital showroom that simplified the decision.

The Thinking

Consumers respond strongly to interactive, visual storytelling when purchasing premium tech products. A guided, immersive experience could reduce friction, simplify choice, and demonstrate product superiority, closing the gap between a physical retail experience and what was possible online.

The Idea

A 3D scroll-guided virtual showroom featuring three key iO models, the iO 10, 6, and 3, with synchronised 2D/3D animations, guided camera paths, and celebrity endorsement from Luca Argentero combining storytelling with immersive technology. Real-time pricing and inventory integrated throughout.

My Role

Creative direction of the full experience, concept, UX narrative, 3D animation direction, accessibility features, and dynamic pricing integration. First-of-its-kind virtual showroom for oral care on Amazon. Set a new standard for premium online product experiences.

What This Proves

The online shopping experience doesn't have to feel like a product listing. Design it like a flagship store, and customers will behave like they're in one.

Tags

Product · Commerce · Design Systems · 3D Experience · Digital Showroom · Go-to-Market

Credits

• Senior Art Director: Damiano Povoleri

• Program Manager: Georgia Manning

• Design Technologists: Billy Kwok & Mirko Cappai

• Creative Director: Matthew Swan