Responses by Matt Whitewood, creative director
Background: Art of Sport (AOS) is a performance-driven body care brand, created and engineered by athletes for athletes. AOS aims to help elevate body care products into a new level of performance.
Reasoning: Developing a design, packaging and overall aesthetic that would stand out from the rest—while still being attainable to a widespread market audience.
Challenges: Translating our design into a physical product and without negating the overall brand.
Favorite details: We spent a lot of time refining the hero images, trying to find the perfect look that combines the brand’s message while communicating the product shots. We achieved this by exploring cinematography and super graphic layouts in a beautifully lit CG environment.
Specific demands: By building all the products in CG in a clean hyper real world, it gave us great flexibility for sketching ideas out and different talking points for developing the overarching brand design.
Time constraints: Like any job, we were hit by budgets and schedules. However, keeping a concise channel with the client and manufacturing team led us to instantly overcome most challenges. Furthermore, I specialize in lighting and rendering. Working in a full GPU pipeline enables me to work quickly for product rendering and building large-scale assets.