Calmilene:
AI visuals &
multimedia
Calmilene is HAVEA’s Dermovitamina range for dry, very dry, sensitive and atopy-prone skin. The project began with a pitch called by the brand to develop commercials and content produced entirely through generative AI.
I took part as an external consultant alongside Darwin and Viva Consulting. I independently established the visual direction and production process, developing the pitch presentation, demonstration materials and an initial content architecture. The work contributed to the agency’s winning proposal.
01 / COMMERCIAL ROUGH CUT
Building the commercial before production
The rough cut was developed to make the proposal tangible at the pitch stage. Character, products, settings and actions were recreated as coordinated elements of a single story, showing how an entirely generated commercial could maintain identity and continuity.
I wrote the script and developed the storyboard, then generated the video sequences and voices. Editing these materials created the rough cut: a first version of the commercial for checking rhythm, duration and the relationship between story, product and voice-over before developing the individual scenes in greater depth.
The research also covered direction and motion: shot sequence, application gestures, gaze direction, product dynamics and camera movements. An initial audiovisual grammar to develop further in the individual production stages.
02 / AI AVATAR
Building the character
and setting before the video
Before generating the sequences, I built the fundamental assets: Character Design, AI avatar and initial settings. The character was studied through 360 degrees, defining face, profile, hair, skin, expressions and proportions from multiple angles.
This foundation makes the avatar a robust asset rather than a single image. Approved views become references for keeping identity, features and styling recognisable when generating new shots, actions and video sequences. The same method was applied to settings to control light, palette and spatial continuity.
The first product and campaign key visuals
The first results define the proposal’s visual territory: evocative key visuals, staged still lifes and compositions in which product and avatar share the same space.
Packaging, textures, textured circles, a blue palette and soft light build a recognisable language around the range’s sensory qualities. Assets are tested in different configurations to show that the same system can support campaigns, video and editorial content without losing coherence.
04 / SCIENTIFIC ASSETS
Visualising actives,
texture and cosmetic function
A series of illustrative sequences was devised to accompany descriptions of the products’ active ingredients and cosmetic function. Macros, fluids, layers and textures turn concepts such as hydration and the skin barrier into clear images, without simulating a clinical demonstration.
The scientific component complements the sensory story with a more technical register. Each scene is designed to highlight product information and integrate with voice-over, text and explanatory graphics within the commercial or digital formats.
05 / LIFESTYLE
From formula to application
The lifestyle sequences bring the product into everyday gestures and situations. The work concerns not only the pack’s presence but how the formula looks in use: oil, cream, dry or wet skin, absorption, glide and foam become part of the narrative.
Hands, skin contact, bathroom routines and family care moments are built with continuity across cast, setting and photography. The aim is to show application credibly and clearly, retaining the gentle tone defined for the campaign.
From sequences to a story of care
The second rough cut applies the same process to a story of everyday care. From the script and storyboard, the generated sequences were organised into a narrative progression and edited with the voices, maintaining continuity between gestures, family scenes and product presence.
This first version allows the commercial’s tone, storytelling pace and relationship between images and voice to be assessed, making the proposal tangible before the individual shots are finalised in production.
07 / AVATAR ALTERNATIVES
Different protagonists
for different audiences
The same workflow allows avatar alternatives to be developed for different audiences and audience groups. Age, features, hairstyles, clothing and attitude can be compared before production to assess which presence makes the message more direct.
Consistent views and initial applications are built for each proposal, so the choice is based on the character’s ability to work in the planned scenes rather than on a single portrait. Once selected, the avatar maintains continuity across images, social content and audiovisual sequences.
06 / SOCIAL MEDIA ADAPTATION
From visual system to social formats
The first social media adaptation turns the produced assets into an editorial proposal: still lifes, scientific visuals, lifestyle scenes and demonstrations are organised into a grid that alternates information, application and routine stories.
I also developed vertical content prototypes in the language of creators and influencers. The avatar can talk about the product, show its texture and how to use it, apply it and accompany reviews, tutorials and UGC while maintaining a recognisable presence across formats.