pro
Todd Dalton
Fractional Creative Director for AI-driven Brand Content
New to Contra
Todd is ready for their next project!
Venom Matcha: "Pick Your Poison" – 100% AI-Generated Commercial
Not your grandmother’s tea. For this concept spot, the goal was to completely subvert the traditional "calm and zen" marketing of matcha and replace it with adrenaline, texture, and edge. This 15-second spot is 100% AI-generated.
Generative Video: Prompt engineering for consistent lighting, fluid physics, and specific textures (scales/powder).
AI Sound Design: Synthesized beat and foley layers tailored to the visual mood.
Editorial: Fast-paced cuts strictly synchronized to audio transients.
Concept: Transforming a wellness product into a high-energy lifestyle brand.
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Golf Film — Vintage Luxury Brand Concept
This project is a short-form brand film exploring rule-breaking within a traditionally formal sport. The work balances restraint and irreverence, using classic golf iconography as a backdrop for subtle, confident disruption.
The visual language leans into vintage luxury and analog texture, allowing composed, proper imagery to set up moments of quiet defiance. The contrast is intentional. Polished environments, broken rules.
The film was designed to feel editorial rather than commercial, prioritizing atmosphere, composition, and wit over overt product messaging.
Scope:
Concept and narrative framework
Shot list and visual pacing
Vintage film and color treatment
Integrated product moments
A concise, editorial-style piece built on restraint, confidence, and tone.
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Mother’s Organics — Atmosphere Study
This first set was about environment before product.
Late afternoon light. Linen curtains. Wood that shows its age. Herbs drying where they’ve always dried. A space that feels lived in, not styled.
I treated this like a location and lighting study. Letting shadow, texture, and air carry the mood so the product can belong there naturally later.
AI helped with speed and iteration, but the decisions were still photographic. Light direction. Lens character. What to leave imperfect.
This is the world the product lives in.
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Mother’s Organics — Product in Environment
This set brings the product into the space.
No hero pedestal. No artificial glow. Just objects where they would actually live. By the sink. Near the bath. In reach, not on display.
I treated these like observational stills. Letting the environment shape the product instead of styling around it. Scratches stay. Light falls unevenly. Labels aren’t precious.
The goal wasn’t to elevate the product above the room. It was to make it feel inevitable there.
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Mother’s Organics — Texture Study
This set strips everything back.
Fabric catching light. Cream pulled thin. Botanicals suspended in oil and water. Nothing labeled. Nothing named.
I wanted these to feel tactile before they felt descriptive. Close enough to lose scale. Close enough that material becomes the subject.
These details matter. They’re what your hands remember even when the product is gone.
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Leadership Framework — Brand Identity System
This project is a brand identity system built around balance, integration, and clarity in complexity. The work focused on creating a flexible visual language rather than a single campaign.
The system includes logo architecture, typography, color, photography direction, and cross-channel usage for web, social, presentations, and print. The visual approach is calm and intentional, using space, restraint, and rhythm to express unity and confidence.
• Logo system and iconography
• Typography and color palette
• Photography and design motifs
• Cross-channel application rules
• Brand style guide
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LUMAINE — Brand Identity & Motion System (Concept)
Lumaine is a speculative luxury beauty brand exploring light, form, and emotion through cinematic, AI-assisted visual storytelling.
The project focused on defining a cohesive brand language rather than a single campaign. Work includes logo exploration, motion identity, and atmospheric brand films built around emergence, reflection, and quiet confidence.
Visually, Lumaine lives in shadow and refraction. Soft directional light, textured darkness, and human presence suggested rather than explained. The goal was restraint and tension, not surface polish.
• Logo and typography
• Cinematic motion tests
• AI-assisted image and video generation
• Editorial direction and finishing
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GOODDOG — App Promo Spot (Concept)
GoodDog is a speculative promo spot for the GoodDog training app, designed as a straightforward, credible product ad until a final visual twist reframes the piece.
The project was built as a quiet demonstration of AI-assisted storytelling used with restraint. The goal was not novelty, but to show how easily generative tools can alter meaning, casting, and narrative without breaking tone or credibility.
• Concept and creative direction
• AI-assisted image and video generation
• Editorial structure and reveal
• Finishing and delivery
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Global Brand Video Direction for Fortune 500 Beauty Company
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