OSHEE Hydration Powders

Brief

OSHEE extended the range into powders, a format the brand had not sold before. The launch needed animation that made the product make sense at a glance, since a powder is only interesting once you can see what it turns into.

Challenge

Powder is difficult to show. The product itself is visually flat, so the story has to be in the motion, in the burst as it moves and in the way it clouds through water. It also came in two pack types across eight SKUs. Pouches and rigid jars behave completely differently under light, one soft and creasing, the other holding a hard edge, and both had to look right in the same film.

What we delivered

The concept was developed with the OSHEE team. For the dissolve and the powder burst we worked from smoke simulation rather than a literal particle dissolve. It reads correctly on screen and it is far more controllable, which meant we could shape the motion to the timing of the shot instead of accepting whatever a physical solve produced.

Every pouch and jar was built as a digital twin from the packaging artwork, covering the full range of eight SKUs, delivered in 16:9, 1:1 and 9:16.