BRIEF
Shark had the need to revitalize their 3D video esthetic. 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 what they wanted. Over the course of two years we helped with the launching of multiple videos for their beauty campaigns.
ROLES
Agency
Malka Media
3D Animators
Josh Myers Alan, Tim Hays, Alejandro Padgett, Bjorn Alhstedt
Creative Directors
Morgan Reber, EJ Brieva
2D Animators
Josh Myers Alan, Russell Konzelmann, EJ Brieva
Art Directors
Josh Alan Myers, Lucy Weigard, Kato Toombs
Producers
Ian Santa Ana
VFX Supervisor
Jordan Stone
Project Manager
Alana Keeley
![Shot_004_v1.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121336660-NYVQNXZIVPBDMJC02HZR/Shot_004_v1.png)
![Shark_smoothstyle_white_new_003.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121335932-SGW7O3PT57BFVUY0U1VC/Shark_smoothstyle_white_new_003.png)
![Shark_smoothstyle_white_004.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121333907-N9SOXHNJUB6V0GG51027/Shark_smoothstyle_white_004.png)
![Caustic_v3.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121329688-6G7NLJHBBDQJ6M8H757B/Caustic_v3.png)
![Shark_smoothstyle_white_new_002.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121335633-WARX0605CKTEG532ZU07/Shark_smoothstyle_white_new_002.png)
![Shark_smoothstyle_white_new_001.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121335014-TAFTOUN2AIM5WA26CR6V/Shark_smoothstyle_white_new_001.png)
![Caustic_v2.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121328457-A1HPF8RBU9S1RZTGIVX5/Caustic_v2.png)
![002.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121327262-KRFIKAW6CXVMFVPLM4QG/002.png)
![Shark Smoothstyle Tech Sizzle Styleframe_03_0032.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121332489-XF1CPDO2SVWK29HV9ML9/Shark+Smoothstyle+Tech+Sizzle+Styleframe_03_0032.png)
![Shark Smoothstyle Tech Sizzle Styleframe_02_v11_0218.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121330576-OOI2L9O0468RVKG9HG1C/Shark+Smoothstyle+Tech+Sizzle+Styleframe_02_v11_0218.png)
![Shark Smoothstyle Tech Sizzle Styleframe_04_0032.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121333389-DYZL4T2ILL1KV4WOCMZJ/Shark+Smoothstyle+Tech+Sizzle+Styleframe_04_0032.png)
![001.png](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/1713121327207-AJKQCAK9Q50519LRJPVA/001.png)
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 environments that pulled from some of the branding that used lucite. For the overlays, rather than going photo real and due to the short timeline, we went for a stylized approach for the airflow.
![Airflow_4k.jpeg](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/65d73d22-1313-4a49-8ac7-35c5c59266b3/Airflow_4k.jpeg)
![Hero_shot_4k_with_Heatwave_and airflow.jpeg](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/70e0d618-effc-403f-86c6-a5ef50ab198d/Hero_shot_4k_with_Heatwave_and+airflow.jpeg)
![Front view_shot_4k_Heatwave_airflow.jpeg](https://images.squarespace-cdn.com/content/v1/631654b3415f7d1a5ddae440/e3a2368e-3e0c-4350-8c3c-1373cd6366e8/Front+view_shot_4k_Heatwave_airflow.jpeg)
BEYOND
Once the initial campaigns where over, we moved onto creating still renders for Shark’s packaging and Amazon A+ Imagery.