GUCCI Playwatch
About the
Project
The focus of this project was the development of a fictional CGI campaign for the GUCCI Playwatch, combining 3D animation and advanced simulations to create a visual narrative centered on material transformation.
The production required an extensive exploration of simulation techniques to achieve the right fluid behaviour, developing a style capable of convincingly transitioning from one state to another — from liquid to solid. The latest simulation consists in a surface fragmentation, that reveals the final material under it.
The technical challenge lay in building a pipeline where matter itself becomes the protagonist, without ever overshadowing the product. Every stage of the simulation was calibrated to serve the final reveal: the watch, emerging as the true core of the transformation.
The production required an extensive exploration of simulation techniques to achieve the right fluid behaviour, developing a style capable of convincingly transitioning from one state to another — from liquid to solid. The latest simulation consists in a surface fragmentation, that reveals the final material under it.
The technical challenge lay in building a pipeline where matter itself becomes the protagonist, without ever overshadowing the product. Every stage of the simulation was calibrated to serve the final reveal: the watch, emerging as the true core of the transformation.
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ClientIntern
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Year2026
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RoleArt Direction / Visual
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Instagram
The
Vision
The creative direction is rooted in a single guiding concept: material as a threshold.
The narrative follows a continuous arc of transformation — matter born as a liquid, gradually solidifying, taking shape, until the surface fractures and reveals what lies beneath. The real gold. The real product.
This arc draws a parallel between the physical properties of precious materials and the identity of the GUCCI Playwatch itself — an object that carries weight, history, and craftsmanship beneath its surface. The art direction treats each phase of the transformation not as a special effect, but as a narrative act: a threshold between states, between concealment and revelation.
Inspired by the language of material alchemy, the visual direction avoids spectacle in favour of tension — building anticipation through slow, deliberate 3D motion until the moment of fragmentation delivers its full impact.
The narrative follows a continuous arc of transformation — matter born as a liquid, gradually solidifying, taking shape, until the surface fractures and reveals what lies beneath. The real gold. The real product.
This arc draws a parallel between the physical properties of precious materials and the identity of the GUCCI Playwatch itself — an object that carries weight, history, and craftsmanship beneath its surface. The art direction treats each phase of the transformation not as a special effect, but as a narrative act: a threshold between states, between concealment and revelation.
Inspired by the language of material alchemy, the visual direction avoids spectacle in favour of tension — building anticipation through slow, deliberate 3D motion until the moment of fragmentation delivers its full impact.
The
Process
The outcome is a set of high-fidelity CGI assets that position the GUCCI Playwatch not merely as a product, but as an object of desire shaped by transformation.
This project demonstrates the expressive power of 3D product visualization when pushed beyond technical execution into the realm of storytelling. By building a fully digital environment where simulation, material design, and art direction converge, the campaign delivers a visual experience that is both brand-coherent and conceptually distinctive.
The result is a scalable, brand-ready visual framework — one that captures the viewer's attention through the tension of transformation, and leaves them with a lasting impression of the product's intrinsic value.
This project demonstrates the expressive power of 3D product visualization when pushed beyond technical execution into the realm of storytelling. By building a fully digital environment where simulation, material design, and art direction converge, the campaign delivers a visual experience that is both brand-coherent and conceptually distinctive.
The result is a scalable, brand-ready visual framework — one that captures the viewer's attention through the tension of transformation, and leaves them with a lasting impression of the product's intrinsic value.
further stylistic experiments
