Wrangler 1947

I envisioned a world of renewal and radiance—where strength and beauty intertwine. The campaign’s concept translated the science of ceramides into motion, with golden, springing strands evoking lift, elasticity, and the skin’s luminous rebound. I directed the CGI to move with elegance and energy, creating a visual metaphor for transformation.

In still life, the same language continued—lined shadows and sculpted textures echoed the strands’ rhythm, raking light and form through the cream itself. Each variant was lit to capture its essence: cool blue for night, warm gold for day, and soft neutrality when joined together. A sensorial story of light, texture, and renewal—crafted to feel as luxurious and modern as the product itself.