AXE
Date: April 2025
The Idea
For this project, we collaborated once again with our longtime partners at Replica Agency. This time, they approached us to develop a series of 3D animations for AXE’s activation at Ceremonia 2025—a cultural event known for its bold visual presence and dynamic brand experiences.
Our role was to bring to life a set of animated visuals that would showcase AXE’s new deodorant line across multiple screens installed throughout the brand's activation space. The objective was to create visually striking content—eye candy that would capture attention and reflect the energy and identity of AXE within the context of a high-impact festival setting.
The Process
For this activation, we developed a series of seamless 3D loops designed as animated grids, each showcasing the signature fruits tied to AXE’s new fragrance collection. We modeled the deodorant cans and their corresponding fruit elements, using soft body dynamics to create fluid, eye-catching motion that would stand out on large-format screens.
To align with the overall theme of the year’s festival identity, we also created a branded 3D teddy bear—custom-modeled to interact with the product. In the animations, the bear playfully launches deodorant cans, adding a touch of surreal fun that matched the tone of the activation while staying within the brand's visual language.
The result was a vibrant and dynamic set of visuals, crafted entirely in-house to bring AXE’s product story to life in a playful, immersive format.
The Finished Product
While the context around this project carries a deep weight, we remain proud of the work and collaboration that led up to it. Our contribution to AXE’s activation was the result of a thoughtful, creative process shared with Replica Agency—a partnership built on trust, vision, and attention to detail.
This project allowed us to explore playful visual storytelling within the boundaries of a branded experience, and to push our technical approach to soft body animation, product modeling, and real-time looping systems. Above all, it was a chance to contribute to a space that values creativity and presence.