Case study · Art direction · independent concept · AI
Chillberry: the “Ice that melts over three days” launch week concept
Personal project, not affiliated with the brand
An independent art direction concept for Chillberry: a launch week for one flavour, with the pouch frozen in a block of ice that melts day by day. A campaign of 4 AI frames.
In short
- Brand
- Chillberry, the Strawberries in White Chocolate flavour. Personal project, not affiliated with the brand.
- Goal
- Build a launch week for one flavour that people wait for, from one product and with no new packaging.
- Idea
- “Ice that melts over three days”, from two lines on the pack: “Freeze the moment” and “Rest 15 min.”.
- My role
- Brand research, concept, art direction, AI frames, sachet and lettering check.
- Result
- 4 frames in 4:5 for the launch week: teaser, two countdown days, launch day. Plus a board with the whole week.
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Start
The pouch from the shop
One flavour and a week before the launch. The job was a series of posts people wait for, built from one product and no new packaging.
A self initiated concept, made without the brand. Not affiliated with Chillberry.
01 · What I turned down
The first teaser
02 · The decision
Ice that melts over three days
The Chillberry pack says “Freeze the moment” and “Rest 15 min.”. I turned those two lines into a launch week for the strawberries in white chocolate. For the teaser the pouch is frozen in a block of ice. During the countdown the ice melts day by day, and people come back to see how much is left. On launch day the pouch is open with the strawberries next to it.
03 · What I did
Role
- Brand research
- concept
- art direction
- AI frames
- pouch and lettering control
Material
AI frames built on product photos from the brand’s shop, with the pouch true to the original. One rule for the whole series: the pouch pink in the background and the same light, from frame to frame only the ice changes.
Formats
4 frames in 4:5 for a launch week: teaser, two countdown days, launch. Plus a board with the whole week.
04 · Palette (from the project images)
Colours
05 · Visuals
Frames
See also
- AI product photosPackshot and AI campaign for an online shop.
- This project on the home pageThe full portfolio with the rest of my work.
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