The creative ask for this Rexona deodorant campaign was to make the shirts come alive on set vs. CGI.
Working with my team, we developed a custom technique that transformed ordinary garments into expressive characters. By replacing traditional stitching with internal wire structures, we were able to sculpt movement, tension, and personality directly into the fabric. I oversaw the entire process from concept and technical experimentation to photography and final delivery, ensuring the visual idea translated seamlessly into execution.