Cryo-Beauty started as a little R&D exploration with ETC into beauty imagery: a made-up product, and the flowers and ingredients that gather around it to tell you what's inside.
Once the frames existed, I got more curious about what else they could become. AI can add the small, stubborn details of realism, like condensation beading on glass or bubbles rising through a serum, that is super finicky to get right in CG. It can also localise: one hero frame can be adapted for different markets, with the ingredients and setting swapped to suit where it's seen, without rebuilding the scene every time.
I'm less interested in new tools replacing the craft that builds these worlds, and more in letting them travel further once they're built. A styleframe doesn't have to be the end of an idea - it could be the seed that germinates a whole new body of work. CGI R&D.
AI R&D (Localised Ingredients, Fixed Composition from CGI)
AI R&D (Material Transformations, Fixed Composition from CGI)
AI R&D (Adding Condensation & Foam Detailing, Fixed Composition from CGI)
AI R&D (AI Animation Experiments, Fixed Composition from CGI)
Further R&D (Pure CGI).
CREDITS
With Will Denning, Ollie Boyle, James Britton
– ETC Research Team @ Electric Theatre Collective ROLE –
Visual & conceptual research, r&d, art direction, animation, lighting & texturing, styleframes.
TOOLS – Figma Weave, Nano Banana Pro, Cinema4D, Redshift, After Effects