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Shark: SmoothStyle

 
 

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

 
 
 
 
 
 
 
 

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.

 
 
 

BEYOND

Once the initial campaigns where over, we moved onto creating still renders for Shark’s packaging and Amazon A+ Imagery.