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Art Direction, Digital, Motion, Social Media
Art Direction, Digital, Motion, Social Media
Overview
A one-day brief. Fast, instinctive, and entirely about creative exploration. This concept work was developed in response to a brief from a London-based creative agency, exploring digital campaign directions for Chilly's, the reusable bottle brand known for its bold visual identity and sustainability focus. The brief called for motion content that could live across social platforms, working with existing product renders. Given the turnaround, this was less about polish and more about seeing where concepts could go.
Challenge
The supplied assets were limited and polished product renders. Beautiful, but sterile and static, particularly when compared to the graphics Chilly's had been producing, which rely heavily on repetition, colour, and bold composition choices. The challenge was to create something dynamic and scroll-stopping using this material, while staying true to their established visual language. Rather than fighting these constraints, the goal was to lean into them and find the best middle ground.
Approach
Looking at Chilly's recent Instagram output, there was a clear draw to their repetitive, collage-style compositions (reference images below). There's an energy to this aesthetic: graphic, playful, and distinctly their own. At the same time, the clean visuals carried an Apple-like quality: minimal, precise, confident.
The decision was made to marry these two influences. The edit embraces choppier cuts that feel native to the collage aesthetic rather than working against it. For the intro, a countdown effect was developed, tied directly to the product name, Series 2. A small conceptual hook designed to be immediately eye-catching while reinforcing the campaign messaging.
Alongside the video, four static images were created, extending the concept into formats that could work as standalone social posts or campaign touchpoints.
Conclusion
This project was an exercise in fast, instinctive creative thinking. Finding a visual approach that felt fresh yet unmistakably on-brand for Chilly's digital presence, all within a single day.
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