Tom Tjon A Loi
Film Series / Atmospheric Storytelling
In the Light of Winter
Real products, reimagined through AI winter atmospheres.
- Project year
- Project 2024
- Role
- AI Direction · Creative Direction · Concept · Visual System Design
- Status
- Commissioned by Waterproof
- Project context
- Waterproof · Commissioned film series · 2024
00 · Project truth
- Relationship
- Commissioned and paid for by Waterproof. Decor Walther, Gessi and Culti were the featured product brands.
Meaning before making
The gap this work had to close.
- 01 · The question
Waterproof wanted luxury product storytelling to move beyond predictable studio imagery. The opportunity was to make atmosphere part of the product narrative.
- 02 · The shift
From ‘How do we show the product?’ to ‘How does this product feel in winter light?’
- 03 · The form
A commissioned three-part product-film series for Waterproof, turning luxury bathroom and interior products into a seasonal story.
01 · Context
A product can be precisely shown and still feel absent.
Waterproof's product imagery needed to move beyond functional studio demonstration. The commission began where the studio image stops: with weather, temperature, time and the atmosphere around the object.
02 · Strategic shift
From showing the product to staging how winter light changes it.
Atmosphere becomes part of the product narrative. Light, material and negative space do not decorate the object; they determine its temperature, weight and presence.
How does this product feel in winter light?
03 · Visual system
Three objects. One controlled field of light, material and movement.
The system holds across brass, waterware and fragrance: low winter warmth, pale sculptural surfaces, a centred product and enough negative space for each object to hold the frame.
- 01
Light
Low and directional rather than evenly lit.
- 02
Temperature
Warm metal held against a cool, pale field.
- 03
Composition
A stable product axis surrounded by suspended movement.
- 04
Space
Negative space gives the object atmosphere rather than isolation.
04 · Making
The authorship sits in the decisions around the generated image.
The work moved through product selection, atmospheric direction, generation, critical selection, composition and colour refinement. The tool produced possibilities; the visual system came from deciding what belonged together and what did not.
- 01
Role of AI
Core generation tool for translating real product references into atmospheric moving images.
- 02
Inputs
Product photography, material references, winter lighting conditions and seasonal mood direction.
- 03
Curation
Selection for material authenticity, atmospheric coherence and poetic product storytelling.
- 04
Output
Three AI-generated product films held together by one seasonal narrative.
05 · Output
Three films turned product demonstration into seasonal atmosphere.
Commissioned and paid for by Waterproof, the series delivered three AI-generated product films featuring Decor Walther, Gessi and Culti within one coherent winter narrative.
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