SYM Beauty
OVERVIEW
SYM Beauty transcends the limitations of traditional accessibility, moving beyond braille and even sight itself to create a truly immersive sensory experience. This commercial visually embodies this philosophy, beginning in a muted grayscale world that gradually blossoms into the brand's carefully curated color palette.
YEAR
2025
ROLE
CREATIVE DIRECTOR
DESIGNER
ANIMATOR
SERVICES
3D DESIGN
2D DESIGN
ANIMATION
About the project
As the creative director for motion, I was brought onto the SYM Beauty launch team to conceptualize and create the brand's primary commercial. This project, originating as a SCAD senior capstone, was a significant, multidisciplinary effort. I led the motion design vision, collaborating closely with industrial designers, UX designers, graphic designers, copywriters, and photographers to ensure our final product was cohesive and perfectly aligned with the overall brand identity.
CREDITS
​
Creative Direction & Motion Designer: Tiffany Tedy
​
Brand Concept & Executive: Earny Karnasuta
​
Industrial Designer: Christy Kurniawan
​
Copywriters: Stef Baracaldo & Megan Geer
​
Sound Designer: Alex Han
​
Bra
Styleframes
The film's design strategy was rooted in accessibility and sensory storytelling. We developed an inclusive color system for the visually impaired and paired it with an immersive soundscape to evoke tranquility. The visual language balances a minimalist aesthetic with motifs of technological advancement, directly reflecting the brand's core mission: delivering innovative product design and a superior user experience. This approach allows the film to communicate SYM Beauty's values on a deeper, more emotional level, showcasing beauty as a multi-sensory perception.
Design Tests
Because of the workflow between the Industrial Designers and me, the initial style frames were done with some model placeholders, so that I can start by setting up the basic setup and lighting.
My workflow involved developing a 3D pipeline for importing Rhino models into C4D for texturing, lighting, and rendering with Redshift. The project required integrating my motion renders with separate product visuals created in Keyshot that the Industrial Designers designed. This necessitated a coordinated effort in material development. I worked closely with the industrial design team to replicate the look of their Keyshot renders within my Redshift pipeline, ensuring material properties and lighting were aligned for a consistent final output.
