The beauty industry has long been clouded by pseudo-scientific buzzwords like “magic,” “fat-freezing,” and “medical grade”. These are terms that sound credible but often mean nothing. The Ordinary, known for cutting through marketing noise with ingredient transparency, set out to expose how misleading language drives perception more than fact.

With Uncommon Creative Studio, they launched The Periodic Fable™: a surreal, visually striking campaign that replaced the familiar symbols of the periodic table with 49 empty promises from the beauty world, transforming false science into a truth-telling art piece.

To bring that message into the physical world, we hand painted The Periodic Fable™ on two of our most prominent walls, one in Williamsburg, Brooklyn, and another in West Hollywood, Los Angeles.

In Brooklyn, we took things one step further: we built this wall from the ground up. From the construction and illumination of the wall to hand painting it, our team handled every inch without outsourcing or taking any shortcuts. The new wall was designed, prepped, and finished entirely by hand, creating a permanent platform for future campaigns and a bold launch canvas for The Periodic Fable™.

Just like The Ordinary, we believe in transparency. The brand challenged misleading marketing; we do the same in our work. Our walls, and the murals that live on them, are made by hand, by us. What you see is what you get: real craftsmanship, built with precision and care.

Painting a design made entirely of typography and fine lines required surgical accuracy. Each grid, letter, and element was scaled to perfection, mirroring The Ordinary’s clean aesthetic and communicating the campaign’s message of clarity through meticulous craft.

The Williamsburg and Los Angeles murals became key pieces of The Periodic Fable™’s global rollout across OOH, social, and digital. Seen by thousands daily, the murals served as large-scale reminders that truth and transparency matter in skincare and storytelling.

By hand painting this concept and literally building the foundation it lived on, we partnered with Quan Media Group, led by Brian Rappaport, to extend The Ordinary’s message beyond marketing, showing that authenticity isn’t just in what’s said, but in how it’s made.