ALL WORK [ HALO / FICTIONAL BRAND / CONCEPT CAMPAIGN ]

HALO.
FROM IDEA TO CAMPAIGN.

We built HALO from scratch: the visual identity, four flavours, packaging, advertising photography and a 15-second commercial starring Lara Luna.

WATCH COMMERCIAL (MP4)

00:15 / CONCEPT CAMPAIGN

A WORLD OF ITS OWN.

HALO began as a creative direction study for a fictional doughnut brand. We developed an identity that could carry across the product, character-led imagery and film.

We used image generation to explore wordmark variations and chose the black-on-ivory version. The yellow box and coral campaign backdrop complete the palette.

Ivory
Yellow
Coral
Black

FOUR FLAVOURS. ONE VISUAL IDENTITY.

We created a master reference for each doughnut and reused those images to keep the shape, texture and toppings of all four flavours consistent from scene to scene.

Doughnut with green glaze and chopped pistachios — Pistachio

Doughnut with dark chocolate glaze and shavings — Dark chocolate

Doughnut with pink glaze and strawberry pieces — Strawberry

Doughnut with caramel glaze and flakes of salt — Salted caramel

FROM WORDMARK TO BOX.

Yellow and the black wordmark carry the identity onto the packaging. The open box arranges the four flavours and sets a reference for how the brand appears in the photography and commercial.

Open yellow HALO box with four doughnuts against a coral backdrop

Angled view of the HALO box with all four flavours

ADVERTISING PHOTOGRAPHY.

An overhead composition, suspended doughnuts and a pistachio close-up each reveal a different side of the range. Lara Luna’s portrait brings the same colour and product direction into a character-led scene.

VIEW PRODUCT GALLERY

Lara Luna holds a strawberry doughnut beside the HALO box with the other three flavours

Four doughnuts suspended above a yellow HALO box

Overhead view of the four flavours against a yellow and coral background

Close-up of a pistachio doughnut with green glaze pouring over it against a dark background

Open HALO box on a yellow plinth against a coral backdrop

Four HALO doughnuts stacked on a coral plinth

Four HALO doughnuts arranged diagonally, casting shadows on a yellow backdrop

FROM REFERENCES TO A 15-SECOND FILM.

We set three references for the commercial: Lara Luna, the open box with four doughnuts, and the strawberry doughnut. We shaped the story around five beats and generated the video with MiniMax H3 Ref2VA. These frames come from the final cut.

Lara looks at the camera behind the closed box — The question

The open lid reveals the four doughnuts — The box opens

Close-up of the doughnut glazes — The close-ups

Lara reacts after biting into the strawberry doughnut — Bite and reaction

Open HALO box on a yellow plinth — The pack shot

KEEPING THE CAMPAIGN CONSISTENT.

We set master references with Qwen-Image-2.1, refined the prompts and reviewed each scene to keep the four flavours, box, wordmark and Lara recognisable. In the final image with Lara, she holds the strawberry doughnut and three remain in the box.

CREDITS.

Concept, creative direction, visual identity and AI production — GRESCA STUDIO / David Peña.

HALO is a fictional brand created for an independent concept study. It was not a commercial commission and is not associated with an existing consumer brand.

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HALO.FROM IDEA TO CAMPAIGN.