Define the tension
Set the visual problem, constraints and emotional contrast before generating anything.
Project 10 / 2
Screen Study
Device-focused compositions with strong graphic framing and surface detail.
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OVERVIEW
Make the product feel like a discovery, not a display.
The direction starts from a clear constraint and expands through scale, negative space, material behavior and controlled light.
The result is a reusable visual language that can move across campaign formats without losing its identity.
ClientIndependent Study
RoleArt Direction
ScopeProduct / Device
Year2024
PROCESS
From a visual instinct to a repeatable system.
Each phase removes noise until the visual language becomes unmistakable.
Build the image grammar
Turn camera, styling, material and light decisions into repeatable variables.
Stress-test the system
Move the same rules across formats to make sure the language can expand.
Design for motion
Reserve depth and negative space so stills translate naturally into motion.
RESULT
A flexible art-direction language with enough structure to stay consistent.
18hero directions
42usable variations
4motion studies
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