CryoGlow
Art direction for the launch of Shark's CryoGlow skincare mask, building a futuristic look around its LED light therapy and cooling technology.
The Shark CryoGlow combines LED light therapy with cooling technology in a single skincare mask, and Shark needed a launch campaign striking enough to introduce a genuinely new kind of product. I art directed and animated the work, deciding to let the mask’s own glowing LED patterns become the campaign’s identity, staging each treatment mode as its own color world and building a futuristic aesthetic that sold both the technology and the ritual of using it.
The craft challenge was that the product is a light source. Instead of fighting it, I built the lighting around it, letting the LED patterns drive the illumination of every scene so the glow reads as the hero rather than an effect layered on top. The cooling story got its own treatment, crisp atmospheres and cold surface detail, so each mode feels physically different while the frames all clearly belong to one campaign.
Launch frames
Frames from the campaign, where the mask's glow does the heavy lifting.
The work
CryoGlow, the launch spot
LED patterns and cooling tech staged as a futuristic skincare ritual.