AnnaPanama Beauty Oil

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A wellness brand needed a visual world.

Starting from zero, I built a full campaign system using AI as a production tool, not a crutch. Product identity, visual territories, multi-format assets, motion extensions. The whole thing, built to scale.

Art DirectionVisual DesignCampaign Development

The Object sketchbooklabel tests

Started with the bottle. Everything else comes from there.

The focus was on defining a clear product expression for AnnaPanama: warm, tactile, minimal, grounded in nature. AI-assisted 3D mockups made it fast to iterate on label and form, testing how the product reads across scales and surfaces before locking the direction. This shape became the visual anchor for the entire campaign.

First pass on the mark — Label shapes, drawn by hand — First pass on the markLabel shapes, drawn by hand

Frames before the shoot — The scenes the campaign would later need — Frames before the shootThe scenes the campaign would later need

The bottle, iterated

Label, cap and glass tried in one board.

The Territories four shootsone product

One brand world, built with range.

Rather than committing to a single look, multiple visual territories were developed around the product, each with its own mood, palette and environmental logic, all connected to the same foundation. Some directions leaned warm and organic. Others minimal and editorial. The result was a richer image system that gave the campaign real flexibility from the start.

Green #263620 · #464E30

Beige #B29779 · #8D3915

Desert #D9CFBD · #B1895B · #69442B

Sage / Yellow #9FA47C · #9B7A2F

A System, Not a Set of Images

Once the territories were clear, I built a structured production workflow around them. AI was used as an art-directed tool to expand compositions, test directions and generate scalable output within defined creative boundaries.

Exploration — Prompt branches tested against one reference bottle — ExplorationPrompt branches tested against one reference bottle

Production — Studio frames built on the locked bottle shape — ProductionStudio frames built on the locked bottle shape

Four territories — Each shoot run as its own branch of the same graph — Four territoriesEach shoot run as its own branch of the same graph

The Campaign five linesone arc

The strongest directions were then built out into a full campaign system.

Format thinking was part of the process from day one, not an afterthought.

Five frames read as one loop — the last line hands straight back to the first.

Breathe deeper — Green territory — fig leaves

Let your shoulders drop — Sage territory — chrysanthemums

Slow down — Water — the bottle held in a stream

Stay here a minute — Beige territory — ranunculus

Then go back lighter — Desert territory — Joshua tree

In the Wild two placements

Wide-format placements, social crops and channel-specific compositions were all considered at the layout stage.

The system holds together across sizes and contexts without needing to be rebuilt every time.

At the scale of a wall — Mural — one line, one bottle — At the scale of a wallMural — one line, one bottle

The loop, outdoors — Hoarding — all five frames in sequence — The loop, outdoorsHoarding — all five frames in sequence

Vertical Cuts 9:16social

The visual system was designed to move.

Vertical compositions, full-bleed imagery and modular scenes created a ready base for short-form video, animated storytelling and platform-specific variations. The static and moving campaigns feel like the same thing because they were built that way.

Each territory recomposed for 9:16 — the same bottle, a new crop every time.

«The point was never to make pretty pictures. It was to move from concept to a repeatable campaign process that a team could actually work from.»

2026

Good Boys Only

Identity systemArt directionIllustration

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