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!!

Sound ON 🔉 Started this project just to create a basketball team's brand assets... but somewhere along the way, it turned into a full launch promo. 🏀

The process was way more fun than I expected.

• Started with 4 logo concepts and picked my favorite. • Tweaked the colors in Figma. • Used Envato AI to generate the full brand kits such as jerseys, shoes, wristbands, mascot, badges, and more. • Generated 3 music tracks with Envato AI Music. One became the official teaser soundtrack I rejected a lot of generations. Not because they were bad but because they didn't match the vision. Every round of refinement pushed the project closer to the feeling I wanted. AI can generate endless possibilities, but taste is still a human skill.

Finally, I brought everything together in After Effects and turned it into a launch promo.

Sometimes the best design decision isn't choosing the right image or color, it's having the patience to reject good ideas until the right one appears. Check the comments for the behind the scenes (BTS) videos. 👇

BTS Walkthrough :