Nexxus.

Nexxus ran under the same Unilever account as the Dove and TRESemme work, and the same idea sits behind it. Build a world around the pack rather than dropping the pack into one. An ingredient flatlay flattens. Cream, granules and foil all read as marks on paper unless something in the frame has weight. So the hero is vertical. A viscous column of cream pouring into the neck of a standing bottle, frozen mid-fall, with everything else laid flat around it. That one upright gives the set an axis and gives the flat frames something to belong to.