James Conkle Directs (JCD) led the creative vision for Estée Lauder's Hydroplump launch. I joined the team to help translate the formula's bouncy, gel-textured hydration into a hyper-real CG visual system — a director's cut master film, a trio of campaign pillars, and a library of square assets built for global rollout.
I contributed to a CG-led suite of films and stills around three campaign pillars — Leveled Up Hydration, Plumping and Color — exploring water, oil and fruit textures in macro detail. Every product hero shot was rebuilt in 3D so the team could control reflections, refractions and the soft pearlescent light that wraps each lipstick.
JCD