Veepee

Selected Art Direction & CGI
Multi-brand e-commerce · Campaigns

Role
Art Direction · CGI / 3D · Visual Design · Lighting · Digital Content

Company
Veepee

Brand
Guzzini · Kenwood · Bialetti · Giner & Colomer · Rimmel · Max Factor ·
Cereria Mollá · Playmobil × Really Nice Things

Context
Multi-brand e-commerce / Web & Social

A selection of visual campaigns developed within Veepee’s multi-brand e-commerce ecosystem.

Working across home, kitchen, beauty and lifestyle categories, I created distinct visual languages for different brands and products, from product-led CGI and material studies to conceptual storytelling and digital campaign assets.

The challenge was to move across very different briefs while maintaining a strong level of craft, brand relevance and visual consistency across web, social and e-commerce formats.

CGI render of coloured glasses casting long rainbow shadows on a white surface

Product as story

Everyday objects were turned into small visual narratives.

Give each product its own personality, transforming functional objects into campaign imagery designed to capture attention within a fast-moving e-commerce environment.

CGI render of a pasta machine extruding yellow pasta on a green background, Veepee campaign
CGI render of a wooden cabinet with a green glass vase and a leafy branch, Veepee home campaign

Light & transparency

Colour, transparency and light become part of the product itself.

For glassware campaigns, the visual direction focused on reflections, shadows and chromatic interactions to emphasise material qualities while creating distinctive imagery for Veepee’s digital environment.

Screenshots of a mobile app VEEPEE interface showcasing products, including colorful glass straws and a transparent plate with glasses of blue and clear liquids on a vibrant purple background.
CGI render of a modern stand mixer with a digital control panel and a white bowl, with laser beams in the background.
Close-up CGI render of a wooden cabinet with a wavy glass door, metal handles, and sliding black metal rails.

Beauty and atmosphere

Beauty and fragrance required a different visual language — softer, more sensorial and focused on atmosphere.

Product, colour, light and materiality were combined to create imagery ranging from clean cosmetic compositions to more immersive fragrance environments.
Clean compositions and controlled colour were used to create a contemporary product world for cosmetics campaigns.

For home fragrance, the challenge was to translate an invisible quality — scent — into a visual atmosphere.

Light, smoke, shadow and material became storytelling elements, giving each composition a more tactile and sensorial quality

A lit candle, orange flowers, and a yellow background creating a warm, soothing atmosphere.

Space and material

For furniture and home campaigns, visual direction expanded from the product into complete environments.

Giner & Colomer

A series of biannual key visuals developed for the brand’s presence within Veepee.

A top-down view of a creative cereal breakfast with a pink milky drink, a yellow spoon, and cereals in a bowl on a light wooden tray.
A wooden high chair with food and a cup on the tray against a light blue background.
A cozy room corner with a Playmobil-themed decor. There are four framed pictures on a coral wall, including Playmobil logos and character illustrations. A cushion with a cartoon face of a Playmobil figure is on a wooden chair. A white table holds a mug with a Playmobil face and several chocolate chip cookies.

Different brands, different worlds

Working within a multi-brand platform meant adapting the visual language to different identities, audiences and product categories.

Rather than applying a single aesthetic across every campaign, each visual world was developed around the personality of the brand, its audience and the context in which the product would live.

A wooden sideboard with sliding barn doors, a chessboard, and decorative vases on top, set in a modern interior with a brown chair and potted plants.