Bad Boy by Carolina Herrara
Agency & Team
Prospective Client: Carolina Herrara
Agency: Marks (the Propelis Group)
Role: Concept Development, Art Direction, 3D Rendering
Art Direction Support: Catlin Charles and Ryan Johnson
3D Support: Catlin Charles and Jane Wang
Year: July-August 2025
Tools
Blender
Photoshop
After Effects
Premiere Pro
Background
As a Content Studio Intern at Marks, I was tasked with conceptualizing a mock campaign positioning Carolina Herrera as a prospective client for the Business Development team. Under the guidance of a CGI Art Director, I developed a concept, created moodboards and a pitch deck, created product renders in Blender, designed Amazon A+ content, and animated a 10-second spot, all improving the brand's Amazon A+ content.
Our Solution
Our design concept is based on the different stages of a blooming rose. The design consists of 4 upright roses that progressively increase in height and change subtly in appearance. Each rose resembles a different stage of the rose blooming from a bud to a fully-formed rose. The design celebrates and reflects the host community of Sandwich/West Windsor since Windsor is known as “The Rose City.” It also reflects Sandwich Town's growth as a community with the Gordie Howe International Bridge linking it to Detroit, attracting new visitors and businesses. As a result, the town is now being referred to as “New Sandwich Town," with our bike rack adding to the story of it growing and flourishing as a community.
Furthermore, the bike racks are embedded into the concrete pad rather than having a minimum of 2 ground-anchoring elements to allow for secure mounting to the concrete pad. By doing so, the design truly resembles a rose growing from the ground. This adds to its appeal not only as a representation of the host communities but also as a piece of art integrated into the surrounding environment. For those who don’t know the full story behind the bike rack, they can still view and enjoy them as pleasant art pieces while sparking curiosity about the meaning behind the design.
