AI · Creative Direction · Motion Design
lumina
LUMINA — Luxury Beauty Campaign
A self-initiated beauty film exploring generative AI through the lens of luxury motion design.
- Project
- LUMINA
- Type
- Self-Initiated Concept
- Role
- Creative Direction / Motion Design / AI Image & Video Direction
- Year
- 2026
01 — the film
the film.
LUMINA is a spec luxury beauty campaign built as a complete visual world: fragrance, skincare, mascara and gifting, held together by crystal light, black satin, powder gold and a restrained editorial pace. The film is the campaign — not a montage of prompts, but a shot-by-shot motion-design edit.
02 — the world
the world.
The campaign palette is black, gold, crystal and powder. Collection stills establish the gift language before the products resolve as individual objects — one system of light, material and typography rather than a catalogue of SKUs.
03 — fragrance
fragrance.
The perfume sequence moves from a wide composition into the bottle landing, then into an extreme crystal macro — the same object, three distances, each with a different job in the edit.
04 — crystal
crystal.
Faceted glass is treated as a lighting instrument. Macros hold on refraction, edge fire and the slow turn of a cut surface — jewellery language applied to a beauty object.
04 — satin
satin.
Black ribbon and gift-bow macros supply the tactile counterweight to crystal — soft fall, tight weave, and a small amount of motion so the fabric reads as real rather than illustrated.
04 — powder + gold
powder + gold.
Loose pigment and metal leaf give the campaign its warmth. A full-width palette study binds the product stories back to one colour world.
05 — skincare
skincare.
The serum bottle is the second hero after fragrance. A still establishes form; the dropper-lift animation and overhead macro do the close work — geometry, viscosity, and a precise highlight path.
06 — mascara
mascara.
Black-and-gold product language, more graphic than the gifting chapters. Opening, brush reveal and an extreme brush rotation — technical, high-contrast, and closer to packaging film than lifestyle.
07 — gifting
gifting.
A black gift box, an opening animation, and the return of satin. Copy stays short — the object should do the talking.
08 — brand
brand.
Black satin → gold typography → LUMINA
The sleep-mask macro is the tonal hinge — darker, quieter, closer to identity than product. It carries the mark into the world rather than stamping a logo on the edit.
09 — assembly
final assembly.
Products fly in → perfume takes centre stage → everything resolves into the final LUMINA world.
10 — end card
radiance redefined.
The film closes on the animated brand card — LUMINA, radiance redefined — held long enough to feel like a campaign ending rather than a cut to black.
11 — process
ai as a production pipeline.
Generative AI was used throughout the storyboard, image-generation and image-to-video pipeline. The creative decisions were developed shot-by-shot using motion-design principles. Product geometry, cinematography, material behaviour, lighting and continuity were iterated through prompting and editing — the same craft questions as a conventional beauty film, with a different capture method.
- Storyboard and shot design before generation
- Still development for product geometry, materials and light
- Image-to-video passes for camera, fabric and liquid behaviour
- Editorial assembly for continuity, pace and campaign tone