Shark SpeedStyle
A high-end product launch film for Shark's all-in-one styling system, showing every attachment and style, extended into a campaign concept.
Shark’s all-in-one styling system is a dryer and multi-styler in one, with interchangeable attachments that let one tool create many looks. Shark needed a high-end, visually striking ad that showed that flexibility, and I art-directed and animated the product story in CG.
The renders went everywhere the product did. Shark ran the CG on retail packaging, Amazon product pages, its own website, YouTube and social, so the frames built for the film ended up selling the SpeedStyle at every touchpoint. The concept half pairs that product craft with editorial beauty, a key-art and social system that sells the feeling of the result, so the campaign reaches past the spec sheet.
Art direction, end to end
How the launch film got made
Shark briefed a film that had to make one tool feel like a whole styling wardrobe. Here is the direction work between the brief and the finish.
Research & direction
Premium beauty, not gadget
The SpeedStyle sits in a category where Dyson set the visual bar, so the direction had to hold that level without imitating it. The calls: champagne chrome against deep charcoal, airflow made visible as silk-like ribbons, macro passes that treat vents and bristles like jewelry, and hair that always looks like the result, never the process.
Storyboards
The film on paper
Boarded around a spine of match-cuts: each attachment swap happens on a rotation, so the film reads as one continuous transformation instead of a product carousel.
Animatic
Timing against the track
The board frames went into an animatic to lock the rhythm of the swaps before production. The rotation match-cuts only work if every swap lands inside the beat, so timing was proven in the edit first.
Animatic cut in Coveboard ↗, the AI-integrated pre-production and editing platform I designed and built.
Production
Lab model to beauty object
Built and animated in Cinema 4D. The working viewport against the finished frame shows what the look development carries: the same geometry reads as a lab model in one and a beauty product in the other.
Delivery
Everywhere the product sells
The finished spot, delivered for broadcast and digital, is below. The CG carried well past the film: Shark ran the renders on retail packaging, Amazon product pages, the Shark website, YouTube and social, so the same frames sold the product at every point of contact.
Product 3D
The system in CG: attachments, airflow, the choreography of a single tool transforming. Built to feel premium in a crowded beauty category.
The work
SpeedStyle, the launch film
Shark needed a visually striking ad for an all-in-one dryer and multi-styler, showing how one tool, with interchangeable attachments, creates a whole range of looks. I art-directed and animated the product story.
Campaign extension · concept
One tool. Every style.
A concept study built on the delivered work: the product CG set against editorial beauty, a key-art and social system that sells the finished style on a real head of hair, not the hardware on a shelf.
Key visual + social
