ESD x RAW Rolling Papers. From Physical Product to 3D Render

As Head of Creative, I led this project in close collaboration with our 3D designer, overseeing the full 3D modeling process for the ESD x RAW Rolling Papers packaging. The workflow was structured around several critical stages to ensure a technically accurate and production-ready final result.

We began with a precise dimensional audit of the packaging, mapping both interior and exterior geometry and identifying shared measurements across SKUs to streamline the modeling pipeline and eliminate redundant work. From there, we conducted a detailed material and texture analysis evaluating surface finishes, structural shapes, and color accuracy to ensure a photorealistic representation. Subtle imperfections were deliberately introduced into the models to replicate the natural, tactile qualities of the physical product, avoiding an overly synthetic or "too-perfect" digital look.

My role centered on providing clear strategic and art direction to the 3D modeler, reviewing each development milestone against our established visual standards before advancing to the next stage. The project was executed over a four-week production timeline, culminating in a full set of final renders delivered across all angles required for our advertising campaign.

This project also marked a strategic shift in our production pipeline: physical product photography, previously used for campaign assets, was seamlessly replaced by 3D renders reducing production time and cost while maintaining full creative and visual control over the final output.

PNK Miami. Brand Guidelines

This project commenced with the vision of establishing PNK Miami as a prominent brand in the smoking products category, all while adhering meticulously to the regulatory framework governing the tobacco industry in Miami. As Art Director, my role was to translate that vision into a complete guidelines system one where every visual decision could stand up to both creative and regulatory scrutiny.

The color palette of our brand pays a vibrant tribute to the iconic culture and lively nightlife of Florida, embodying the dynamic energy inherent to this region. Rather than starting from generic tropical references, we grounded the palette in something more specific: the diverse birdlife of the area. Our selected colors encapsulate the vivid hues found in feathers, capturing the captivating spirit of this sun-soaked locale a choice that resonates seamlessly with the pulsating heartbeat of the brand.

In strict adherence to our brand guidelines, pink stands as our primary and predominant color, exuding vibrancy and uniqueness. Our pink primary is a bright and vivid pink that exudes a tropical and exotic ambiance, reminiscent of the lively and colorful landscapes of Miami and the Florida Keys a direct tribute to the distinctive pink plumage of flamingos, reflecting the natural beauty of these iconic birds.

Pure white serves as a contrasting element, offering a touch of sophistication and elegance, and symbolizes the maritime culture and lifestyle that thrives among boating and yachting enthusiasts in Florida's coastal communities. Gray and black play essential roles as complementary accent colors, contributing to the versatility and sophistication of our visual identity. These muted tones draw inspiration from the city's nightlife and architectural landmarks, including the iconic Art Deco buildings in South Beach, a testament to Miami's urban vibrancy.

This deliberate color scheme aligns seamlessly with our commitment to a cohesive and visually compelling brand narrative every hue answers a conceptual why rooted in Miami's culture, wildlife, and architecture, rather than a passing aesthetic trend.

Disclaimer: Images were incorporated into this presentation for illustrative and conceptual purposes. Some of these images have been modified and transformed to align with our conceptual framework. Our approach is not a mere replication of the original images but rather an artistic interpretation, intended to secure approval and enable original reproduction.

Merchandising