case

TISHE × AI

CLIENT PROJECT · CONCEPT, ART DIRECTION, AI PRODUCTION

Tishe works in a category where the visuals are almost always the same: soft focus, bare skin, muted beige. The brand asked for the opposite. Two campaigns for their gel, both built on metaphor instead of demonstration.

The first is a winter spot in a kawaii key: a character riding a pink gel avalanche down a snow slope, playfulness arriving as something joyful, overwhelming and smooth. The second moves the same idea into ASMR, a four-step narrative running from a flower-headed character in the shower, to wet skin close up, to a macro of drops sliding across pink, to the product surfacing through glossy liquid. No words, only texture and sound.

Concept, art direction and AI production, all mine.