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A new client arrived with multiple software products, each named and handled separately. For example, "Happy" for ratings or "Noshop" for cancellation fees. Their audience - busy dental clinic owners, didn't care about internal product names. They cared about resolving business issues.
The marketing site needed to connect these perspectives. We had to shift from a product-focused view to one centered on benefits, grouping solutions to address particular problems. No one seeks "Noshop"; they aim to cut cancellation fees and improve cash flow. This required a thoughtful sitemap revision.
This meant creating solution pages combining products. Pages like "Boost your marketing, attract more patients" brought Availy, Happy, and MedPress together. It was a change from listing features to explaining value. This method helped the client view their services from their customers' perspective.
This difference between internal and external perception often occurs in growing companies. They have outgrown their original website structure. Sometimes the greatest success comes from simply rephrasing existing offerings, not adding new ones.
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I stopped making files and started making systems.
One Houdini scene, one switch: floral, stone, dragon. Every product drops into the same room, the same camera, the same light. The only thing that changes is where the switch points.
How do you handle variations, one scene or one file per product?
https://contra.com/p/cvXglUcM-product-film-retractable-shelving?r=oscar_romero_0l59be1e
One parametric scene wins every time once a client asks for a fourth variant, that's usually the moment a per-product file approach starts costing real hours. Does the switch just swap materials and geometry, or does lighting need any tweaking too when you flip between floral, stone and dragon?
A premium cinematic product video created to showcase the product through elegant visuals, macro details, smooth transitions, and luxury beauty aesthetics.
Turning products into visuals that sell the experience.
#ProductVideo #ProductAdvertisement #ProductAd #LuxuryProduct #BeautyAdvertisement #BeautyBrand #HairSerum #HairCare #ProductMarketing #CinematicVideo #CinematicAdvertisement #VideoAdvertising #CreativeAdvertising #AIContentCreation #AIVideo #VideoEditing #CreativeDesign #BrandContent #ContentCreation #DigitalMarketing #AfinaGlobal #PortfolioWork #CreativePortfolio
What should a platform for tokenized private equity look like?
Probably not like another traditional bank.
For ICME, the client wanted a visual direction that felt modern, disruptive, and native to a new kind of financial market.
The challenge was finding the balance: make the experience bold enough to feel different, while keeping a complex product understandable and credible.
I developed a digital-brutalist direction with retrofuturist touches - oversized typography, hard contrast, pixel textures, raw layouts, blue gradients, and controlled motion.
I worked with Arash Attar and the ICME team across the landing page and parts of the wider product interface. This video focuses specifically on the landing-page experience.
The goal was to:
— Explain tokenized private-company equity more clearly
— Create a memorable visual identity for the product
— Speak to both investors and founders
— Make financial technology feel ambitious rather than conventional
Would this visual direction make you want to explore the product - or should financial platforms feel more restrained?
This is amazing, man.
Good job!
