Primark Nomad Oasis

Following the initial briefing, we studied the Nomad Oasis bottle and brainstormed visual routes that reflected the scent’s identity and summer launch. After a focused team ideation session, we shared a shortlist of written concepts with Primark. One stood out, a bottle emerging from golden sands, with an oasis coming to life around it. Primark loved the idea and green lit it for storyboarding.

We developed a series of visual frames to map out the pacing, transitions, and overall feel of the campaign. To support CGI development and ensure lighting accuracy, we filmed reference footage on Benone Beach, chosen for its wide, sunlit setting. We cast two models who matched the target audience and styled them in Primark’s current summer collection, grounding the CGI visuals in real-world relevance and tone.

We modelled the Nomad Oasis bottle from scratch, using high-resolution product references to replicate every curve, texture, and detail. To create the world around it, we built a dynamic 3D desert environment with layered sand dunes, subtle wind movement, and responsive lighting.

The palm trees were animated to grow frame by frame using procedural generation, adding a sense of natural momentum and scale. The bottle’s reveal, rising from the sand, was choreographed as the focal moment of the animation, with the environment reacting in tandem. Every motion was crafted to feel fluid and cinematic, designed to echo the essence of the fragrance: grounded, golden, and bold.

The final scene was lit in warm, golden-hour tones to reflect the sun-drenched feel of summer and bring a sense of escapism to the screen. Using high-performance rendering tools, we created realistic material finishes across the bottle, from reflective glass to soft shadows in the surrounding sand, with every frame refined for visual clarity and impact.

In post, we brought everything together through compositing, colour grading, and stylised transitions to create a cohesive visual flow. We also handled the sound design in-house, adding ambient textures and motion-led audio to enhance mood and energy. Delivered in a mobile-first vertical format, the final reel was optimised for Instagram, built to stop thumbs and get people talking.