Prep. Set. Blur.

Key Imagery

I presented three motion-focused concepts that reflected a fast-paced lifestyle. These explored energy, movement, and visual layering. The creative director later used these ideas to guide photography and video production.

Development

We started with strong e-commerce portraits and reimagined them as immersive narrative visuals. In Photoshop, I layered multiple versions of the model and added blur to create a sense of motion. This created the impression of someone staying calm and composed while surrounded by chaos. The result brought attention to the face and product payoff.

Final Imagery

These images became the main campaign visuals. Each one highlighted stillness against a backdrop of motion. The lighting and blur effects made the central subject feel elevated and untouched, which visually reinforced the long-wear product story.

Situational Imagery

We applied the same creative logic to a set of individual ad frames. These featured dynamic lifestyle moments supported by custom copy. All visuals maintained facial clarity while allowing energy and blur to suggest action happening around the model.

Treatment

I supported the visual direction of the final treatment, working on both individual assets and overall visual cohesion. The deck took cues from racing, vintage ads, and blueprint design to give the campaign added personality.

Motion Blur Enhancements

Although some images came with motion blur, others required additional work. I was asked to amplify or add motion blur in post to ensure consistency and visual energy across the campaign.

Background Extension

For one image, I needed to extend the background without aiming for photorealism. Instead, I used hand painted blur and gradients to create a stylized, dreamlike environment that fit within the broader aesthetic.

Banners

I created several web banners using key campaign imagery. Each one transitioned from motion and blur on one side into a calm, neutral space on the other. This allowed space for bold typography emphasizing the 16 hour claim and product benefits.

Mobile Banners

I adapted banner designs for mobile formats. These used the same visual elements but restructured layouts for vertical readability without losing impact.

Additional Treatment Assets

To build out the visual system, I created several secondary assets. These included models composited over an oversized bottle, blueprint style frames with texture, and a high impact before and after visual showing product performance.

Motion Graphics

For paid and organic social, I developed a suite of animated assets. We explored several directions before landing on a motion style based on a past viral project that had originally drawn the brand to me. The final animations used After Effects and a 3D camera system to add movement and depth to flat assets.

Development & Unused work

One early concept involved models walking around a giant bottle in a surreal looped video. Although we had to cut it due to issues with the captured video content, it remained a useful inspiration during development.

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3D product tease

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I had already created a 3D model of the product for other purposes so to tease the product’s arrival, I created a short 3D animation. It hinted at the blur theme without explicitly naming it, using soft backlighting and shallow depth of field to maintain mystery.

Final Motion Graphics

Final animated pieces included model timelines, dynamic carousels, and composite videos. I used the After Effects 3D camera to bring flat video to life, creating depth and pace across the assets. The results were polished, layered, and full of visual movement.