2023
made in harmony with nature
stella mccartney
3D
artistic direction
THE BRIEF
During my internship at The Hug, a cross-media production company based in Paris, I contributed to a creative pitch for a 3D digital out-of-home (DOOH) campaign for Stella Cosmetics, the beauty line by Stella McCartney. The proposal was developed for a large-scale display in London’s Piccadilly Circus, one of the most iconic advertising spaces in the world.
Rooted in the brand’s ethos of “In Harmony With Nature,” the campaign aimed to spotlight Stella Cosmetics’ new refillable product line, designed to reduce packaging waste and promote sustainable beauty practices.
Our creative concept brought the product to life within a fully immersive 3D world — one where natural elements and the product itself coexisted and grew together in a seamless, symbiotic relationship. The animation was designed to feel organic and elegant, reinforcing the brand’s minimalist aesthetic while amplifying its environmental message.
The pitch combined technical innovation with visual storytelling, offering a bold yet refined presence for the brand in one of the busiest digital advertising locations in Europe.
Here are some of the original sketches that started to lay down a base for the concept:
the storyboard:
To elevate the storyboard and proposal, we also produced a "still frame", the aim of which was to sell our entire concept in one image as well as possible, and in a more attractive way than the storyboard.
