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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What if Finland's most iconic chocolate brand was reimagined through cinematic AI storytelling?
This speculative campaign for Fazer Chocolate explores how premium confectionery can move beyond traditional product photography into immersive, emotion-driven brand experiences.
Instead of simply showcasing chocolate, the campaign transforms every bar into a visual destination, where rich textures, Nordic craftsmanship, and indulgent moments become the story itself. Every frame is designed to elevate perceived value, increase shareability, and create advertising that audiences genuinely want to watch.
The project combines creative strategy, art direction, AI image generation, and commercial visual storytelling to demonstrate what's possible when emerging technology meets world-class branding. Creative Focus, Premium food & beverage advertising, AI-powered creative direction, CGI-inspired product visualization, Luxury commercial aesthetics, Social-first campaign concepts
This project is an independent creative exploration and is not affiliated with or commissioned by Fazer.
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Foodin is an organic food brand built around quality ingredients and intentional living.
For this self-initiated concept, I explored how the brand could move beyond traditional product photography by creating a campaign that sells the lifestyle surrounding the products rather than the products themselves.
The idea was simple:
People don't remember ingredients.
They remember moments.
Each visual was designed around a different everyday ritual where Foodin naturally belongs from outdoor adventures and slow Scandinavian breakfasts to deep creative work and the journey back to the origin of cacao.
Instead of relying on conventional photography, I used an AI-native workflow to art direct cinematic CGI environments that feel physically believable, editorial, and premium. Every scene was developed as part of one cohesive visual system, allowing the campaign to scale across social media, digital advertising, retail, and out-of-home placements.
This project demonstrates how AI can become a creative production tool not to replace ideas, but to execute them with speed, consistency, and cinematic quality while remaining true to an existing brand identity.
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