AXE / SuperJoy
Diamond-studded deodorant.
SuperJoy needed a product film for AXE’s WHAXE collaboration with Lil Baby, with unfinished models and an open brief. We developed the product treatment, shots and animation together, working within a lean schedule and budget.
Campaign film
- Brand / Year
- AXE / 2022
- Production role
- Product-focused 3D within the SuperJoy production
- Our contribution
- Product-focused 3D treatment, custom chain and WHAXE text, shot design, animation, lighting, rendering and pacing
Project credits
Deven Langston — Product-focused 3D look development, custom modeling, animation, lighting, rendering, and finishing
SuperJoy — Production partner
Design the shots as an edit.
With no fully prescribed sequence, product motion, camera behavior, framing, transitions, and timing were developed together to establish a coherent flow within the larger production.
Find the movement before the finish.
The viewport pass puts the products, chain and camera moves into sequence. We can judge the framing and rhythm while the surfaces are still simple.
Develop the visual language from the product out.
Supplied models were textured and finished, the diamond-encrusted treatment was developed, and custom WHAXE text and chain were modeled. Dark lighting and tight framing pushed the result toward a high-gloss product film.
Building the finish
Gem placement, material response and the isolated render layer show different parts of the same production problem.
Keep the diamonds bright without rebuilding everything.
Dense diamond geometry intersected the supplied product models and created dark internal artifacts. The rendering problem was solved while preserving the bright jewel-like result and avoiding a costly rebuild.
A visual language that holds through the edit.
The products, custom chain, diamond treatment, camera language and pacing came together in a finished campaign film within the SuperJoy production.
Have a product that needs a distinctive presence in motion?
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