Thought process
and approach

Overall, I aimed to incorporate Londontown’s new visual direction with the shared references, taking the “Midnight Mocha” PDP as the main source of inspiration. I worked with tighter crops and close-up framing of nails and textures to highlight the product application and reinforce the viewer’s perception.

Since motion can play a key role in enhancing user experience and performance metrics on product pages (and the brief mentioned that Londontown’s PDPs were missing this) I added a bit of movement to the slices, images and copies. As an experimental idea, after the manual retouching and visual direction, I also explored the use of AI generative tools such as Midjourney to add subtle motion (image-to-video) to some of the final assets, including Before & After, Lifestyle, and Texture shots. This approach was applied as a creative prototyping exercise, aimed at exploring new visual possibilities.

This exploration aligns with broader industry trends: major beauty groups like L’Oréal are already adopting generative AI to enhance creative production, accelerate content creation and reduce costs. L’Oréal is currently pioneering the use of AI tools such as Imagen and Veo to transform static visuals into dynamic storytelling assets.

I’m not sure what Londontown’s current stance on this topic is, but since I completed a course on AI applied to the creative process earlier this year, I decided to experiment with it in this test project, as a way to explore how technology can open new directions for visual storytelling.

I hope you enjoy it!