CMORE Vitamin C
Concept project
A self-directed concept by theoddtail, built to show how we direct a full brand world, start to finish.
A supplement brand that looks like the morning it gives you, sunlight and citrus that sell energy on sight.
(Research)
We start from the brand's one true idea, here, sunlight and citrus, and build a visual language around it: colour world, lighting rule, packaging form, prop discipline. The look is decided before anything is generated, so the set feels directed, not stumbled into.
(Experiment)
Then we push the product into scenes a physical shoot could never justify on budget: frosted amber glass in warm sunlit crops, fresh peaches and citrus, soft directional light. Bright, appetising, consistent enough to be a campaign.
(Results)
Turnaround
days, not weeks
Cost vs a studio shoot
a fraction
Scenes possible
Unlimited
