How do you make a functional nutrition product look genuinely craveable?
That was the creative challenge behind this speculative concept for Creatime's Triple Choc creatine protein bar.
I explored how CGI could bring together two contrasting visual elements: Creatime's vibrant lime-green identity and the rich, tactile appeal of chocolate.
The goal was to create a product-led visual experience that captures attention while keeping the product at the centre.
Because impressive visuals are only part of the job. The creative needs to serve the product.
This is an independent concept developed by Ugency AI, exploring the possibilities of CGI-led creative for ecommerce advertising. It was not commissioned by Creatime.
Creative direction first. Technology in service of the idea.
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AERA / ATMOS is a fictional premium skincare brand built from the ground up around one idea:
FOR SKIN IN THE REAL WORLD.
The project explores environmental skin resilience through a restrained visual language built around skin, atmosphere, materiality and architectural form. I developed the product concept, packaging, visual identity, campaign direction, beauty imagery, product photography and campaign film.
The objective wasn’t to create a collection of disconnected AI images. It was to build a coherent creative system that could function across a real beauty brand’s launch ecosystem.
Creative direction came first. AI was the production layer.
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New CPG products enter categories where visual competition is already intense.
For BETWN, I wanted to explore a simple question:
What if recognizability was designed into the product from the beginning?
Rather than relying on louder packaging or excessive visual cues, the concept was built around a distinctive physical silhouette, controlled color system, and consistent visual identity.
The product became the foundation of the entire creative system.
I established the product identity first, then built the visual world around it:
PRODUCT → DESIGN SYSTEM → CAMPAIGN → RETAIL
The goal was to make BETWN recognizable across different contexts without repeatedly reinventing the brand.
The same product was tested across:
Product photography
Lifestyle environments
Editorial compositions
Refrigerators and coolers
Crowded beverage shelves
The retail environments were particularly important.
A product doesn't exist on an empty background in the real world.
It has to compete with everything around it.
So the final test was simple:
Can you still recognize BETWN when it's surrounded by other products?
AI was used as the production layer rather than the creative direction.
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ODDLYGOOD — WELCOME TO THE ODD SIDE
What if an oat milk commercial didn’t just show the product…
…but took you somewhere completely unexpected?
For this Oddlygood spec campaign, I wanted to build a visual world around one idea:
WHERE ODDLYGOOD LEADS, THE WORLD FOLLOWS.
The campaign moves from everyday product moments into a surreal, hyper-real food landscape transforming oat milk, cheese, berries and vanilla into cinematic environments.
🎬 THE FILM
A sequence of cinematic CGI shots designed to feel less like traditional food advertising and more like entering another world.
From the first pour…
to travelling through a canyon made entirely of cheese…
to discovering vanilla and berries as immersive landscapes…
and finally returning to the product.
🧀 THE CAROUSELS
Alongside the film, I developed a series of hero visuals exploring the individual worlds and product moments.
Every frame was designed around:
• Photorealistic food CGI
• Premium commercial lighting
• Controlled camera language
• Product-first composition
• Rich tactile materials
• Surreal environments grounded in realism
The goal wasn't to make something that looked AI-generated.
The goal was to make something that could plausibly sit inside a global brand campaign.
Concept → Art Direction → CGI → Product Visuals → Motion → Sound → Edit
Built as a spec campaign by UGENCY AI.
This is what happens when AI becomes part of the creative production process — not the creative direction.
#Oddlygood #AIAdvertising #CreativeAI #CGI #ArtDirection #FoodAdvertising #SpecAd #UGENCYAI
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