Case studySkincare · Body care
A skincare brand launched before its packaging existed.
A packaging relaunch, a new product and a body care line, delivered in a few weeks. I art directed it from the agency's moodboard to the final frame, and built every product in 3D.
- Client
- Clean skincare brand
- Ran on
- Ulta · Credo · site · social
- Timeline
- A few weeks
- Direction
- Agency moodboard
- My role
- Art director · photographer · CGI
Move over the image to see the 3D build
3D buildSamples 1
- Packaging relaunch
- Rich Cream, new product
- Body care line
- Campaign imagery
- Product page images
- Social stills and video
- Retail assets
- 3D from packaging artwork
- Studio photography
- Lighting and retouching
01The brief
Moodboard → system
A moodboard, three launches and no samples.
The brand was relaunching its packaging and adding a new product and a body care line. Their agency set the creative direction with a moodboard. I art directed everything after it, while most of the new packaging didn't physically exist yet.
“Carlos is a creative genius. His mind, talent, and commitment elevated this entire project.”
02How I art directed it
On set · 35mm → final
From a moodboard to a system.
Light, sets, color, framing, concepts and the shoot. One person, one system, held across all three launches.
Keep scrolling →
The agency set the creative direction. Everything after it, I art directed.
One lighting design for every image across all three launches.
Every set, surface and prop built in 3D, each product modeled from its artwork.
RawGraded
One grade for the whole brand, model shots and product images alike.
4:5
1:1
16:9Angles and crops set once, so the brand looks the same on every channel.
Three stylized images per product, each built around its story.
I cast the models and the hair and makeup artists, scouted the studio, directed and shot it.
Every image approved by me before it went to the brand.
03Launch one
9 SKUs · Photo · 3D · Motion
The relaunch.
A studio day I cast, lit, directed and shot, with the new packaging built in 3D and composited into every frame.
- Products
- 9 SKUs
- Per product
- Pack shot + 3 stylized images
- Motion
- Texture videos for every product
- Packaging
- 5 SKUs in old and new packs
Old pack, new pack. Same light.
Five products imaged in both packs, in the same light and sets, so the brand looked like one brand through the switch.
Before and after.
Drag to compare
‹ ›BeforeAfter
‹ ›BeforeAfter
‹ ›BeforeAfter04Launch two
1 SKU · 3D · Motion
Rich Cream.
0
Physical samples needed
It came after the relaunch, before any sample existed. I built it from the artwork alone and put it in the same light as the rest of the range.
05Launch three
6 SKUs · 3D · Motion
Body care.
A new line in the same light and visual language as the relaunch, so it arrived looking like it had always been there.
- Products
- 6 SKUs · 3 vanilla, 3 unscented
- Images
- About 35
- Motion
- 2 short videos per product
06Results
Delivered in a few weeks
