BRIEF
Shark had the need to revitalize their 3D video esthetic for their beauty line. Through education of their product features, they wanted to create awareness and grow Shark’s credibility at the launch their premium hair care space. Ultimately humanizing the technology and moving away from the traditional depiction of the black void is the direction they wanted to go. Over the course of two years we helped with the launching of multiple videos, color ways, cut downs, packaging and campaigns, for their beauty campaigns.
ROLES
Agency
Malka Media
3D Animators
Josh Myers Alan, Edvins Puzinkevics, Tim Hays
Creative Directors
Morgan Reber, EJ Brieva
2D Animators
Ciel Kim, Sebastian Zuluaga, Jason Granda
Art Directors
Josh Alan Myers, Lucy Weigard
Producers
EJ Brieva, Emily Dimon, Jeremy Brooks
Technical Director
Jordan Stone
Project Manager
Alana Keeley
CREATIVE
During our initial exploration phase we experimented with various realistic environments and some abstract ones. While the real environments were bringing the humanized and grounded aspect we were looking for, ultimately we felt is was drawing too much attention away from the product. We opted to go with simple colored environments with light leaks and gobos, this gave us the feeling of being in someone’s living space while letting us go into more abstract scenes when needed. For the overlays, rather than going photo real and due to the short timeline, we went for a more ownable stylized approach for both the airflow and hair.
BEYOND
Shark went on to release the FlexStyle in Europe in a new black and gold colorway. Once the FlexStyle had been out for a year, Shark introduced a version of the product called SmoothStyle with some removed features that targeted consumers that did not need as many of the bells and whistles. We updated the airflows a bit and gave SmoothStyle it’s own color palatte.