The Challenge
In a celebrity-owned brand, the founder is more than a spokesperson they are the brand itself. Their presence carries trust, credibility, and emotional weight. But relying on constant physical appearances comes with real limitations. Time constraints, production complexity, and scheduling conflicts often slow down content creation and make long-term consistency difficult. Meanwhile, audiences still expect the founder to remain visible and connected to the brand at all times.
Our Goals
Lip Butter Digital was developed as an AI-powered experimental commercial to answer challenges inherent to celebrity-owned brands. The project explores how digital twins or metahumans can replace the need for continuous physical presence while preserving authenticity and emotional connection. By reimagining the founder’s presence through an AI-driven digital form, the brand gains a flexible and sustainable way to communicate consistently, move faster across campaigns, and position itself as innovative without losing its human essence.
The Creative Approach
The creative direction is rooted in harmony between technology, product, and nature. The soft yet expressive colors of From This Island lip butter form the visual foundation, layered with hues inspired by Indonesia’s natural beauty its landscapes, light, and organic textures. Within this world, the digital twin appears effortlessly, not as a showcase of technology, but as a natural extension of the brand’s identity, where modern beauty feels grounded, human, and deeply connected to its origins.
Team Behind the Lens
This recognition stands as a reflection of human collaboration, guided by curiosity and a shared dedication to cinematic storytelling. While generative AI supported the process, it was human perspective and intention that defined the direction, tone, and emotional weight of the video. Producer : Khanif Irkham Muzaki Creative Producer : Fikri Naufal Creative Director : Agge Merah Generative Visual : Jessica Ariel & Debbie Alyuwandira Editor : Jessica Ariel Through collective vision and careful authorship, the team brought this ambitious project to life. Ensuring every frame reflects Xinemind’s belief that cinema is, at its core, a human language, thoughtfully expanded through technology.