Much of my commercial art-direction work is created for pitches or clients and cannot be shared publicly. This selection shows the visual research, character development and production thinking behind that work.
Character research and art direction for a modular synthetic-media campaign.
The project began with five audience personas, each representing a different relationship with money, technology and risk. The challenge was to transform these strategic profiles into believable characters—people with recognisable lives, motivations and behaviours rather than advertising stereotypes.
The research covered more than appearance. I considered how each person might dress, move, occupy a room and respond to the camera. Their homes, workplaces, routines and possessions were developed as extensions of their values.
Outcome
The result was a flexible cast of five synthetic characters built around real audience motivations. Instead of illustrating abstract marketing segments, the project translated strategy into people the audience could understand and recognise.
The research established a foundation for producing varied campaign assets while maintaining character continuity, emotional credibility and a coherent visual identity.
My role
Art direction, persona interpretation, character development, casting direction, visual-world design, cinematography and generative-production workflow.
Still images:
