In this project for Germinal, I led the look development and particle systems, where the core challenge was balancing a heavy ethereal aesthetic with clear product visibility. The initial creative direction was visually rich, but the product was getting lost in the ‘noise’ of the effects. Recognizing this as a major risk for the ad’s effectiveness, I made the strategic decision to re-engineer the visual hierarchy.
I moved away from using particles as a general background element and instead designed a targeted particle framework that functioned as a visual frame. By concentrating the movement into a ‘halo’ around the product, I turned the atmospheric effects into a tool for focus rather than a distraction. This shift from decorative to intentional motion allowed us to maintain a premium, immersive look while significantly increasing the narrative impact. The result was a high-end commercial that proved technical spectacle must always serve the product’s clarity.
Cocothinks 