Spec Campaign - Art Direction, Creative Direction, & GenAI
Driven by the younger generation’s shift away with alcohol - and my own desire for a cheeky sweet treat to end the night - could OLIPOP belong in the night life scene?
BEHIND THE CAMPAIGN
I wanted OLIPOP to feel like it could belong in an iconic nightlife scene - spontaneous, but still feeling glamorous. The visual language leans into direct flash, deep shadows, and candid compositions. Stylized, but imperfect enough to feel like a real night out.
01 - VISUAL DEVELOPMENT
02 - GENERATIVE ART DIRECTION
VISUAL + PRACTICAL REFERENCES
I made this cocktail to experiment how a practical reference could help shape the final image.
Prop styling through AI generation quickly became unpredictable. Lipsticks merged with perfumes, duplicates of props appeared, and repeated prompting gradually degraded the image.
Pop Star became an excercise in character and styling - experimenting with wardrobe, accessories, posing, and props until she belonged in this world. I loved her so much, I brought her to life in the videos!
For the video, I used Runway’s workflow to build and refine keyframes with Nano Banana, then brought those frames into Seedance to generate motion. This gave me more control over composition, styling, and continuity before introducing movement.
03 - MOTION DIRECTION
I wanted the edit to feel like we were in the same world as the photos - messy but chic, with that late-night living in the moment feeling.
In post, I added directional motion trails, touches of chromatic aberration in and flash treatments to push that feeling further. I also color matched the generated clips so they felt like they were taken in the same place.
04 - POST PRODUCTION
ROUGH CUT - BEFORE COLOR AND EFFECTS
CHAT GPT - NANO BANANA - SEEDANCE - RUNWAY - ADOBE PHOTOSHOP - ADOBE PREMIERE PRO