2025: turning Biomimetism into social-first storytelling at NAOS (founding Company of Bioderma)

As Senior Manager of Brand Content at NAOS (founding company of Bioderma, Institut Esthederm & Etat Pur), my role is to translate scientific convictions into clear, engaging, social-native content.

On October 28, 2025, NAOS attended Biomim’Expo in Marseille: the key European event dedicated to biomimetism and regenerative innovation.Rather than producing traditional corporate coverage, I designed a social-first activation aligned with NAOS’ core belief: ecobiology. The idea: hijacking a social trend to serve science

To make complex topics accessible and human, I reinterpreted a popular Instagram & TikTok format: #PickACardChallenge.

I created a set of custom cards featuring key congress concepts:The Living, Ingredients, Biodiversity, The Skin, The Planet.

Each card became a story trigger.

NAOS employees picked a card on camera and reacted instinctively, explaining how the word connects to biomimetism, ecobiology, and their daily expertise. Execution: short, sharp, and fully storyboarded

• 4 short-form videos (≤ 40 seconds)

• Fully storyboarded interviews: clear angles, tight pacing, social-native framing

• A dedicated videographer selected and briefed upstream

• On-site direction and editorial leadership to ensure alignment with my vision

The goal: authentic voices, structured narratives, zero jargon.

Why it worked

• +150% Instagram engagement

• Science became human, accessible, and credible

• NAOS employees moved from experts to storytellers

Biomimetism and ecobiology were expressed through people, not claims Key takeaway

Strong brand content doesn’t start with formats, it starts with intent, structure, and storytelling leadership.

At Biomim’Expo, biomimetism wasn’t explained. It was activated.