Will Simpson

Creative technology · Shark Beauty · 2025

Make It Pop: Rebuilding the Final Shot

A Christmas campaign composition rebuilt with generative media after the original shoot.

My role: Creative Direction, Motion Direction

Film 01 Finished Make It Pop campaign animation

The shoot had already happened when the change came in: add the attachment to the product and replace the clutch bag with a white one. The composition needed rebuilding, then bringing back into motion.

My contribution was effectively a generative reshoot. Alongside the attachment and white clutch bag, I added a Christmas tree and sparkle to the scene. The creative team handled the internal retouching before the revised image was re-animated and finished.

Preserving the product details was the hardest part, particularly at this early stage of the generative workflow. The finished animation was delivered and used globally.

Before and after

Before: the original supplied product composition
Pl. 01 Before: the original supplied product composition
After: the final retouched composition before re-animation
Pl. 02 After: the final retouched composition before re-animation

Workflow

Composition rebuilding, animation and format development workflow
Pl. 01 Composition rebuilding, animation and format development workflow
Credits
  • Creative direction of generative composition and animation
    Will Simpson
  • Retouching
    Creative team
  • Client
    Shark Beauty
  • Tools
    Weavy, Wan 2.5, Kling 2.1 and 2.6, Photoshop, After Effects

Prompt text has been redacted from the workflow images shown here.