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AERLOOM LIFT COMPRESSION SOCKS
FICTIONAL DTC CAMPAIGN / AI VIDEO AD / PERFORMANCE CREATIVE
A fictional 30-second performance ad built around a simple product truth: long days can make your feet feel heavy. The campaign uses Santa as a humorous exaggeration of that problem — turning tired feet, stubborn boots, and comfort-first compression into a clear mobile-first story.
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Most coffee brands shout. More flavours. More syrups. More noise.
MONO does the opposite.
The name says everything: one origin, one bean, one intention.
No distractions, no seasonal gimmicks, nothing to hide behind.
Just coffee, poured with purpose.
The visual identity had to feel the same way it tastes: deep forest green, clean white, generous negative space.
Every frame gives the cup room to breathe. And in the final shot, the shadow says what words can't, it's in the beans.
This is MONO. Single origin. Nothing else.
#branddesign #branding #visualidentity
Great
JUMA
Good habits, no bargaining.
JUMA comes from the Korean ajumma archetype: the auntie who is loud, practical, caring, stubborn, and somehow convinced she is always right.
And like any serious ajumma, she comes with a cart. Nobody knows what is inside, but it probably fixes the problem.
Not a soft wellness mascot. JUMA is the one who sees you skipping breakfast, doomscrolling, avoiding basic tasks, and immediately steps in.
Brush your teeth. Eat something. Drink water. Finish the thing. Go outside.
JUMA lives as both a digital and physical mascot. She can nudge you from an app, sit on your desk as a habit object, show up in your bathroom, or take over a billboard.
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🥣 DOPALOOPS: A critique of the era of digital overstimulation
Hi community! I wanted to share my project for the contest. This time, I decided to take a path with a touch of dark humor, a bit of controversy, and a direct critique of one of the heaviest dynamics of modern life: the constant injection of dopamine we live in.
Social media networks know this perfectly well and exploit it to trap us in their algorithms. Traditionally, the moments when we think and come up with our best ideas come from boredom and internal dialogue. Today, that space barely exists; it seems we must be constantly entertained and bombarded with stimuli.
To materialize this idea, I created a fictional product: DOPALOOPS. A breakfast cereal where the flakes are sugar-coated likes and notifications. Now with more dopamine!
🐒 The Character: A reflection of our own trance
The protagonist of this universe is a somewhat dark character. I specifically chose a tarsier because of its gigantic eyes and that particular expression that gives you the feeling it hasn't left its room in years.
It is so hypnotized by its smartphone that it borders on the absurd: it completely ignores the bowl of cereal it is theoretically supposed to be selling. It’s the perfect avatar for our own digital trance.
🛠️ The Workflow with Recraft: The battle for the ideal pixel
Working on the entire series with the Recraft platform was quite a challenge. To be honest, the process was much longer than it should have been, and I spent way more tokens than necessary trying to get the AI to understand the exact composition.
I had a very fixed vision in my head regarding the visual outcome and the level of detail I wanted to achieve, so I took the time to patiently iterate until I reached the closest possible version to what I had imagined.
These are my honest project links:
First part: https://www.recraft.ai/project/0f68b36c-ab23-451b-911b-57e68a935321
Second part: https://www.recraft.ai/project/96989a3f-4524-47e4-8191-f3026b825bc1
I know that is a mess. But you can see paths I was discarded.
I’d love to know what you think about the concept and the scene setup! Critiques, opinions, and feedback are more than welcome in the comments. 👇
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