COMMERCIAL · CG · VISUAL DIRECTION
2022
SADA — HYBRID & BEAUTIFUL
A beauty campaign combining 3D product visualization with live-action beauty to create a hybrid visual language.
Client
SADA by Cathy Sharon
scope
COMMERCIAL · CG · VISUAL DIRECTION
year
2022
duration
2 Weeks
Overview
The brief.
SADA’s “Hybrid & Beautiful” campaign explores the idea of combining high-tech beauty with natural human expression. The project brings together CG product visualization and live-action beauty to create a visual language that feels both polished and human. My role focused on developing the CG side of the campaign, from 3D modeling and animation to lighting, rendering, and compositing, while working within the overall visual direction.
The Challenge
Bridging CG and live action.
The challenge was making highly controlled CG product imagery feel connected to the natural presence of the live-action beauty footage. The two visual approaches needed to feel like part of the same campaign rather than separate worlds.
the solution
Building a hybrid visual language.
I developed the CG product visuals through 3D modeling, animation, lighting, and rendering, then integrated them with the live-action footage through compositing. The approach focused on matching the visual tone, lighting, and composition across both mediums while keeping the products at the center of the story.
