Joya Sierra STX
AI-DRIVEN SOCIAL MEDIA ADS
CLIENT: JOYA
YEAR: 2025
ROLE: CREATIVE DIRECTOR · MOTION DESIGNER
TOOLS: AFTER EFFECTS · ENVATO AI
A DIGITAL ADVERTISING CAMPAIGN FOR THE JOYA SIERRA STX BOOT. THE PRIMARY OBJECTIVE IS TO VISUALLY COMMUNICATE THE ADVANCED WATERPROOFING CAPABILITIES OF ITS INTEGRATED SYMPATEX® TECHNOLOGY, SPECIFICALLY TAILORED FOR SOCIAL MEDIA PLATFORMS.
CONCEPT & PROCESS
THE CORE CONCEPT WAS "DYNAMIC PROTECTION." THE PROCESS INVOLVED LEVERAGING ARTIFICIAL INTELLIGENCE TO GENERATE A HIGH-IMPACT "FLASH WATER" VISUAL, ARTISTICALLY FREEZING THE MOMENT OF WATER CONTACT WITH THE BOOT. THIS DYNAMIC SPLASH SERVES TO DRAMATICALLY EMPHASIZE THE SYMPATEX® MEMBRANE'S IMPERMEABILITY. THIS STRIKING, AI-GENERATED STATIC IMAGE WAS THEN USED AS THE KEYFRAME FOR AN AI-POWERED IMAGE-TO-VIDEO PROCESS, CREATING A SUBTLE YET ENGAGING MOTION ASSET FOR ADVERTISING.
CREATIVE DIRECTION
A MINIMALIST, SOPHISTICATED, AND HIGH-TECH AESTHETIC WAS CHOSEN. THE CREATIVE DIRECTION UTILIZED A PURE BLACK BACKGROUND TO ISOLATE THE PRODUCT, CREATING A DRAMATIC, STUDIO-QUALITY FEEL. THIS APPROACH MAXIMIZES THE VISUAL IMPACT OF THE WATER SPLASH AND THE BOOT'S DESIGN, PARTICULARLY ITS CONTRASTING LIME-GREEN OUTSOLE. THE FOCUS IS ENTIRELY ON THE PRODUCT AND ITS KEY WATERPROOF FEATURE.
RESULT
THE PROJECT DELIVERED A SERIES OF VERSATILE DIGITAL ASSETS, INCLUDING A 16:9 VIDEO AND A VERTICAL STATIC IMAGE, OPTIMIZED FOR SOCIAL MEDIA FEEDS AND STORIES (E.G., INSTAGRAM, TIKTOK). THE FINAL CREATIVE EFFECTIVELY AND ELEGANTLY COMMUNICATES THE SIERRA STX'S "WATERPROOF" BENEFIT IN A VISUALLY ARRESTING AND MODERN FORMAT, ALIGNING WITH THE PREMIUM "SWISS TECHNOLOGY" BRANDING OF JOYA.
