Client: Ritual
Scope: Campaign
Role: Art Director

Ritual. A 30-second campaign built around clarity. Art direction, design, and motion for Ritual, bringing “the future of health is clear” to life.

We had three weeks to develop, design, previsualize, and composite a 30-second spot. Vin Kim and I led the charge, directing the motion around the idea of clarity, inspired by the tagline “the future of health is clear.” That idea guided every stage of the process.

I’m grateful for the opportunity to oversee art direction and lead the team alongside Vin.

Art Direction
Campaign
Animation

Design thinking

Pitch deckThe creative approach, look, and motion direction.View deck · 19 slides

Creative deckVisual references, shot ideas, and transitions.View deck · 13 slides

Design frames

During the design process, Vin and I guided the team to stay true to Ritual’s brand colors while keeping clarity at the forefront. Many moments relied on precise match cuts, so we aligned details early to ensure each element flowed seamlessly into the next. This helped maintain visual consistency as we layered motion, texture, and light across the sequence.

Ritual — Design frames, image 1 — Clarity, in motionLight and transparent forms bring Ritual’s world into focus.

Ritual — Design frames, image 2 — A closer lookBrand color, texture, and detail carry the idea across the campaign.

Boards

With a tight timeline, Vin and I jumped straight into storyboards, building a punchy 12-shot sequence to establish the structure. The client wanted the piece to feel like one continuous camera move, so we focused on connecting each moment early in the process to create seamless transitions and a cohesive whole.

Board-o-matic — Testing pacing and timing to establish the ad’s rhythm before animation.

Finding the room

The client asked us to draw on James Turrell’s use of light and space while featuring real dietitians. I developed the room’s look in close back-and-forth with our 3D artist, using thumbnails and client reviews to explore the architecture, lighting, and how the portraits could live within it.

Ritual room look development with dietitian portraits on illuminated walls — Early look development — integrating the dietitian portraits into the room.

Client WIP — testing the camera move and portrait reveal.

Ritual room lighting study with a recessed rectangular opening — Light study 01 — recessed planes.

Ritual room lighting study with rounded illuminated architecture — Light study 02 — softened edges.

Ritual room lighting study with deep architectural framing — Light study 03 — depth and contrast.

A clearer focal point

Through those iterations, we landed on replacing the dietitian portraits with the product. The floating bottle gave the room a clearer focal point while keeping the light-led architecture central to the shot.

Final shot — the product becomes the focal point.

Finishing

Finishing brought all the elements together into a cohesive whole. We aligned sound with visuals, refined the typography, and completed compositing and conform work so that every movement felt intentional and unified.