Althea
My first AI project for a client, following my early explorations into subject consistency in scale and text with AI models.
I was tasked with generating complete assets of my client's packaging designs for Althea's rebrand, with no physical samples to work from. The brief was a clinical take on medicinal cannabis, without the imagery usually associated with product type. The AI direction draws from Tasmania, the brand's home: dolerite stone, and gradient glass for its reflectivity, clarity and strength.
The set
I started from the clinical simplicity of how The Ordinary presents their products, and added local inspiration: coloured, tinted glass with strong visual associations and little structural clutter. The white laser-cut plinths reference the rocky peaks of Tasmania's mountains. With the colour bounce from the glass above, the two opposite materials stay clear and clean.
Day and night
Using the colours of the bottles to carry the story, I focused on hero visuals that capture the cycle of day and night using the scene elements created during the visual direction.
The range
The five products in the range lend themselves to a day-to-night cycle. After the project was complete, I wanted to push the grounded themes into something more art-directed and a little off-brand: more aspirational, driven by colour, with day to night as the story. Exploring the upper limits of the clinical approach with more aspirational imagery and slow, gentle movements without crossing into the messaging typical when you see a floating bottle of this product category.
AI models
Traditional tools
Notes
Logo and variant names corrected in post on every still. Text in the motion pieces is left as generated. Music rerun in September 2026 due to licensing. 2 clips rerun in September 2026.