Case Study
Shark Ninja – Clean Sense DOOH Takeover
Role
Art Director / 3D Lead
Project type
DOOH Activation · Digital Experience · Multi-Screen Installation · Motion Design
Production House
Client
Shark & Ninja
Launch
Bangkok, CentralWorld · 2025
Skills
Art Direction · 3D Animation · Motion Design · VFX Supervision · Multi-Screen Visual Planning · Creative Problem-Solving · Previsualisation · Render Optimisation
To mark the launch of the new Clean Sense vacuum, Shark and Ninja staged a high-impact digital takeover of Bangkok’s iconic wraparound screen at CentralWorld. Designed to stop foot traffic and spark social sharing, the experience transformed everyday cleaning into a cinematic, high-energy spectacle—showcasing the vacuum’s Smart iQ Pro technology, intelligent dirt detection, and deep-cleaning power in explosive fashion.
Working in collaboration with Aircards, I led the art direction and 3D animation for the full motion experience. The screen layout—comprising six uniquely angled LED panels—required careful visual choreography to ensure consistency, legibility, and impact from multiple street-level viewpoints.
The final animation combined custom camera paths per screen, synchronised cross-panel transitions, and stylised dust FX, which I designed and simulated using Embergen for speed and control. Despite a tight six-day turnaround and late-stage client revisions, the final output landed cleanly across DOOH and social formats—turning product features into visual fireworks and demonstrating how motion design can elevate brand storytelling in public space.
Designing Movement That Feels Like It Escapes the Screen
The goal was to transform everyday cleaning into an explosive, cinematic experience—elevating vacuuming to something visceral and visual. The wraparound screen at CentralWorld presented a rare opportunity to design something that felt immersive, as if the animation was leaping out into the street.
I approached the project thinking like a visual storyteller: How do you visually communicate suction power? How can “clean” feel dramatic? I leaned into high-speed movement, directional debris trails, and dynamic transitions to emphasise Shark Ninja’s core innovations—Smart iQ Pro tech and deep-cleaning power.
From the start, I designed for motion rhythm and spatial choreography. It wasn’t just about beautiful frames—it was about building sequences that felt energetic, responsive, and spatially aware across the six angled screens. I also kept in mind that this would be cut down into various aspect ratios, so I built in modular design logic to allow re-framing later without breaking visual logic.
Six Screens, Real-Time FX, and Solving for Space
Each of the six screens had unique physical angles, meaning a single animation wouldn't deliver consistent impact from every vantage point. To solve this, I created six tailored animations, each with its own camera setup, composition, and point of focus—designed to match how viewers would encounter the installation from different parts of the street. These were unified through cross-screen transitions that created the illusion of motion sweeping across the full billboard, enhanced by a fake-3D visual trick that made the content feel like it was breaking out into real space.
For the dust FX, I initially collaborated with a Houdini artist, but due to last-minute client changes and an accelerated timeline, I pivoted to Embergen. This allowed me to simulate and iterate high-quality particle effects in real time—giving me full control over the look, timing, and behaviour of each dust burst without depending on render farms or external pipelines. It also let me art direct the FX with more intention, treating each plume as a visual character: pulled by suction, shaped by force, and timed for maximum impact.
Anticipating the need for social cutdowns, I built the entire animation in layered passes and modular setups, making it easy to reframe and adapt for multiple formats—9:16, 1:1, and 16:9—without re-rendering from scratch. That foresight proved critical when the social deliverables landed late in the process, and we were still able to deliver across all platforms without compromising quality or schedule.
From Street-Level Spectacle to Scroll-Stopping Cutdowns
Visually, the piece landed exactly as intended—intense, energetic, and product-focused, but with a cinematic polish that elevated the brief. The client loved how the animation made the vacuum’s features feel exciting and tech-driven, and the street-level impact was particularly strong thanks to the tailored approach to screen angles.
From my side, this project was a real exercise in thinking like a motion designer within a spatial environment. It wasn’t just about hitting beats—it was about shaping a visual rhythm that responded to a real-world space, and solving design problems on the fly with aesthetic intention.
What I took away from it was the value of owning the technical and creative execution simultaneously—being able to spot what wouldn’t work visually, and then offer fast, high-quality solutions without compromising vision.