Creamsilk
Generative AI & Art Direction
A popular hair care brand (predominantly in Southeast Asia) specializing in intense conditioners and treatments engineered for smooth, hair-reconstruction results.
Creamsilk
Generative AI & Art Direction
A popular hair care brand (predominantly in Southeast Asia) specializing in intense conditioners and treatments engineered for smooth, hair-reconstruction results.
Creamsilk
Generative AI & Art Direction
A popular hair care brand (predominantly in Southeast Asia) specializing in intense conditioners and treatments engineered for smooth, hair-reconstruction results.
I worked on Cream Silk’s “Condition to Win” campaign in the Philippines, creating social and digital content for a national raffle campaign alongside the brand’s always-on social channels. The challenge was making the work feel relatable while working within a very strict black, pink and white palette.
I worked on Cream Silk’s “Condition to Win” campaign in the Philippines, creating social and digital content for a national raffle campaign alongside the brand’s always-on social channels. The challenge was making the work feel relatable while working within a very strict black, pink and white palette.
I led the art direction and handled the visual execution across the campaign. A big part of the work involved using Unilever’s AI tools to create realistic lifestyle imagery at scale, while also making sure everything stayed within Cream Silk’s visual identity across the different pieces of content.
I led the art direction and handled the visual execution across the campaign. A big part of the work involved using Unilever’s AI tools to create realistic lifestyle imagery at scale, while also making sure everything stayed within Cream Silk’s visual identity across the different pieces of content.
The limited colour palette could easily make AI-generated lifestyle scenes feel quite artificial. I used precise prompting and post-production colour grading to keep environments neutral, then used Cream Silk’s pink as a focal point for the product, people and campaign messaging. This also gave me a flexible system for showing everything from a trip to Paris to everyday vouchers.
The limited colour palette could easily make AI-generated lifestyle scenes feel quite artificial. I used precise prompting and post-production colour grading to keep environments neutral, then used Cream Silk’s pink as a focal point for the product, people and campaign messaging. This also gave me a flexible system for showing everything from a trip to Paris to everyday vouchers.
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Have a project in mind? Whether you’re launching a brand, designing a product, or elevating your digital presence, I would love to bring your vision to life.
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get in touch
Have a project in mind? Whether you’re launching a brand, designing a product, or elevating your digital presence, I would love to bring your vision to life.
contact me
get in touch
Have a project in mind? Whether you’re launching a brand, designing a product, or elevating your digital presence, I would love to bring your vision to life.