OUCH!
Context
OUCH! — a loud, fast snack-and-drink line for Dixy, built for a young audience. Our agency took the client’s storyboard and developed the full visual world around their white-cat mascot and the products, ready to animate into a 20-second spot that had to land the brand’s loud, ironic, hungry tone.
My role
Co-developed the campaign visuals with another designer on a brutally tight deadline — I produced a large share of the key frames; my partner handled the final assembly. AI was the engine; the framing, rhythm and direction were ours.
Key decisions
- Directed AI shot by shot off the client storyboard — every frame chosen, not accidental.
- Leaned all the way into acid colour and absurd humour: the brand asked for loud, we gave loud.
- Built a repeating visual language — the cat, the products, glitch, neon — so 20 seconds reads as one world.
- Kept it punchy and loopable, matching the brand’s fast, ironic voice.
