SONDER — a fictional disposable film camera brand, built end to end.

SONDER a fictional disposable film camera brand, built end to end.

I designed the product, the identity, the packaging and the campaign, then made a 68-second promo about the one thing film gives you that your phone can't: you can't check the shot. You just have to be there.

Envato is the entire film. The character and the camera were generated with Envato AI. The Los Angeles she moves through the crowds, the light, the beach, the night market is Envato stock. The type is Envato. The grain and textures are Envato.

The decisions that mattered were the ones the model kept fighting me on. I put her in a shirt and tie at the beach no model would ever do that, it's "wrong," and the wrongness is exactly why you can't look away. I made her never once look at the camera she's holding, because the absence of that action is the whole argument of the film, and a model can't understand that not doing something is the meaning. And I forced the flash ugly flat, harsh, unflattering because that's what film flash actually looks like, and every generation wanted to make it beautiful.

Machines optimise toward correct. I kept choosing wrong on purpose.

Walkthrough video coming shortly.

#envatochallenge @envato

Awesome!!

For the #envatochallenge, I created AMARÉLLA using Envato Elements as my master toolkit. Here is how my human choices elevated the AI:

- The Logo: I used Envato Fonts for inspiration, then customized the letters with organic, leaf-like curves over a raw circular stamp to give it a human touch.

- The Packaging: The first flat box dieline had messy, clashing text. I redesigned it by adding clean panel lines, turning the product name sideways, and adding pretty plant drawings at the base for perfect balance.

- The Bottles: I rejected plastic and designed a heavy, custom stone-and-clay flask.

- The Videos: I used our Envato model photo as a reference and directed the AI to generate raw, slow-motion, black-and-white clips. Keeping the bottle quietly in the background allowed us to capture real, honest human emotion without issues.

- The Sound: I tied it all together with a warm, minimalist acoustic track from Envato Music.

- Toolkit: @envato Elements (Fonts, Stock Images, Music, Image Gen, Image Edit, and VideoGen)

Secondary Tools: Canva

My workflow