Perfect “Skin” Care

Discover the essence of wood care with CIN’s exquisite oils, stains, and varnishes. This campaign is an ode to the minimalist, intimate, and classy spirit of beauty ads, highlighting the natural allure and complete protection for your wood.

Teca – The Wooden Skincare Influencer

Creating this CIN campaign was a crafty task. We brought to life Teca, our bespoke digital wooden mannequin, who gracefully took center stage in four distinct videos—each a tribute to one of CIN’s wood products.

Set against an elegant and minimalist backdrop, our realistic, life-sized wooden muse demonstrates the products’ versatility across various settings, all while maintaining a seamless connection to their real-life applications. For instance, CIN’s Teak Oil, known for its enriching properties, is showcased as the perfect finish for pool decks.

Crafty Directing and Grainy Details

To get this beauty ad style, a very intimate, close direction was taken. By using narrow 50-80mm lenses with a shallow depth of field, complemented by subtle lighting that danced with bokehs and flares. A whisper of dust in the air added to the tactile quality of our cinematography, inviting viewers to feel the texture of the scene.

Authentic wood texture was vital. Beyond just using basic textures, we studied various woods species—pine, ash, oak—analyzing everything from the prominent knots and patterns to the intricate grain shapes and directions.
This study was crucial for creating a fully procedural 3D shader, using diverse noise patterns and algorithms. This allowed us to not only replicate the desired wood types but also to achieve both realism and visual appeal. Each ad shows Teca’s transformation from a dusty, pale untreated “skin” to a vibrant finish with CIN’s products.

Equally important was capturing the essence of the product application. Each brush stroke was carefully animated and then a blend of techniques and simulations was tailored to each product’s unique properties.

For example, varnish leave behind a sleek, ‘plastic-like’ layer atop the wood, while teak oil is designed to penetrate the wood almost instantaneously, while darkening wood colors, and having a slight gloss to it.