Looking back at one of our @someform.studio favorite collaborations this year — creating product visuals, animations, and elaborate asset packages for the amazing people at @hyperice From creating animated vignettes for the X2 shoulder and knee devices, a VFX piece for Normatec Elite, to a full fledged campaign ad for Nike Hyperboot created in collaboration with our good friends @panoplycreative and @resonatelondon
Each project was an exploration of a visual aesthetic that champions the product’s form, precision, and clarity. Our goal across all of them was the same: to craft clean, minimal imagery that puts the product at the center, while building a flexible set of assets that can live across campaigns, platforms, and contexts. Grateful for the amazing team at Hyperice that made these projects possible — and looking forward to continuing this collaboration!
Rachael just went up in flames. Altering the images using commercially available AI, I most likely wasted more energy than what was needed to procedurally create them in the first place. Unlike algorithms based on machine-learning models, an automated design system, such as “Rachael”, requires little to no energy to create vast amounts of variation - fully curated, controllable and without harming any copyrights. Will it cure cancer? Probably not. But AI hasn’t done that yet either.
I love technology and its ability to expand human creativity, but recklessly exploiting the usage of AI for the benefit of a select few will not enrich our shared human experience - quite the opposite. When I created Rachael in 2020 I wrote: “Rachael intends to critically examine the consumption of contemporary imagery in the fast-paced social media landscape. With the incredible advancements in machine learning and AI, visually pleasing images can be fully automated. If we neglect the communication aspect of visuals and simply use design techniques to attract likes, we as human designers risk becoming obsolete in the near future." Never would I have thought that just a few years later this issue would be as relevant as it is now.
Wallpaper for the Samsung S24 Ultra created @someform.studio ✌️
While the final output is just a single animation and image, the process to get there took us through hundreds of ideas and concepts. Experiencing the reach this asset ultimately had, being visible everywhere for over a year, certainly justifies the journey to get there.
Working with the creative team at Samsung’s Headquarter in Seoul, we ventured into an extensive design development phase in order to help our client find the best visual direction of wallpapers being used for the S24 product release. Our focus was exploring various different ideas loosely based on the conceptual topic “Minerals / Crystals”. We ultimately produced the final wallpapers & animations for the Samsung S24 and S24 Ultra series.
@samsung@someform.studio #samsung #samsungs24ultra
Seeing this cover in a Shanghai bookshop instantly rekindled memories of one of the most remarkable projects I've worked on in recent years. The talented team at @studiotendril entrusted me with directing the initial design development for the @microsoft Emojis Fluent Design System, collaborating with an exceptional group of artists and designers. Crafting the foundation for such a comprehensive and influential system was a monumental task, involving the creation of guidelines for over 1,800 unique elements—ranging from smileys and people to animals, food, objects, and symbols. It still brings me immense joy to see our emojis out in the world, conveying their "emotional value" in everyday moments.
The title of the book translates to “Emotional Value - In the New Business Era, Emotional Value Is King.” I truly believe that emotional value is the pinnacle of all value, and ultimately, everything we seek is deeply rooted in emotional resonance. In recent years, as AI has emerged and started generating visual content that was once a purely emotional human expression, it has become even clearer that artificial value without emotional depth is fundamentally hollow.
When we embarked on the journey to design these new emojis, our primary aim was to evoke a genuine emotional response. We wanted to create a form of communication that goes beyond the limitations of language and celebrates the rich tapestry of human expression—complete with its beautiful imperfections. A subtlety of human experience artificial intelligence will likely never be able to fully grasp.
@microsoft.design@studiotendril #microsoft #fluent #emoji
A custom standalone application created for @googledeepmind allowing the creative inhouse-team to design and render their own images within the established design system. Developed at someform Studio in collaboration with Dreamloop Games using @unrealengine .
Read more about the project on www.someform.studio
🙏 @googledeepmind@rosswest_work@someform.studio@dreamloopgames
A very small selection of the countless explorations that went into building this brand imagery design system for @googledeepmind at @someform.studio 👀
More about the design system and its ultimate goal soon!
FLASHBACK - Still one of my faves of last year @someform.studio for @googledesign with @_nando_costa_ and @zeligsound
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New Google Pixel coming out soon. Makes me think we should create a few wallpapers based on this 😉
More procedural madness @someform.studio & @sixnfive
Collaborating with the talented people at SixNFive, we set out to create a procedural interactive installation for the exhibition “Digital Impact”, on show from 28th of April to 27th of August in Disseny Hub, Barcelona.
Created in Unreal Engine 5 @unrealengine the software driving the installation is a procedural system capable of generating architectural spaces procedurally and rendering them in real-time.
More procedural madness @someform.studio & @sixnfive
Collaborating with the talented people at SixNFive, we set out to create a procedural interactive installation for the exhibition “Digital Impact”, on show from 28th of April to 27th of August in Disseny Hub, Barcelona.
Created in Unreal Engine 5 @unrealengine the software driving the installation is a procedural system capable of generating architectural spaces procedurally and rendering them in real-time.
Music by @olga__sounds
Created at @someform.studio - 2022
Automated Design System for the Brand and Creative Strategy team at BCG. A custom tool built with Unreal Engine 5 @unrealengine
For “Digital & AI” we took inspiration from the beauty of programming languages and created floating stacks that form from chaotic arrangements.
Find out more at www.someform.studio
Created at @someform.studio - 2022
Automated Design System for the Brand and Creative Strategy team at BCG. A custom tool built with Unreal Engine 5 @unrealengine
For “Climate & Sustainability” we created balancing sculptures and harmonic circles that reflect on the fragility of our ecosystem.
Find out more at www.someform.studio
