Project
Cascade
Client
theformfollow
website
Concept
This series presents Cascade in a spectrum of everyday and unexpected settings, from a sunlit kitchen counter to a windswept desert dune, a quiet playroom, and a rain-lit skylight interior, culminating in a reimagining of the object at architectural scale as a waterslide on a tropical beach. Using AI-assisted visualization, we placed the same form across radically different environments, scales, and moods, exploring how a single design can shift character depending on its surroundings, without ever changing its underlying shape.
By pairing familiar domestic scenes with more surreal, unexpected contexts, and pushing the form itself to an entirely different scale, the series highlights the product's versatility and quiet adaptability, proving it can hold its own whether grounded in the ordinary, dropped somewhere entirely out of place, or blown up into architecture.
Brief
For theformfollows, renting out multiple real apartments or locations just to photograph a single product wasn't practical or scalable. Instead, we were asked to explore what's possible with 3D and AI to generate a range of settings and backdrops that would otherwise be difficult or costly to access.
Coming from a previous project, the client liked the idea of everyday objects placed in unexpected situations, so a large part of this brief was art direction: coming up with ideas for how Cascade could be used and understood beyond its obvious function as a kitchen display for fruit or vegetables. The brief also called for a few genuinely extraordinary moments alongside the more grounded, everyday scenes, including reinterpreting the object's form at an entirely different scale.
A classic 3D-only approach, clean stills and simple camera movements, was proposed as the reliable baseline, but we also tested where AI could add something a traditional 3D workflow struggles with: things like a hand naturally interacting with the product, easy to shoot on video but comparatively difficult to model and animate convincingly in 3D, or a bird in motion, notoriously hard to animate believably by hand.