UMIA Crystal File

This project was created for Umia, an AI-powered beauty brand, focusing on their crystal nail file — a minimal, tactile product that required a thoughtful, concept-led approach rather than relying on colour, texture, or traditional beauty cues.

The creative direction centres on human touch. As the crystal file works directly with natural nails and skin, hands became the core storytelling element — calm, intentional, and real. Movements are slow and precise, reflecting care, gentleness, and the way the product is used in everyday nail routines. This approach reinforces Umia’s belief that even the most advanced technology should feel human and approachable.

The visual language closely follows Umia’s branding guidelines, with the video built around three core colours, each chosen for both visual clarity and symbolic meaning.
White serves as the primary base and visual canvas. Clean and open, it allows the product and hands to remain the focus while creating a sense of inclusivity and accessibility. The restrained background ensures the visuals feel light, modern, and balanced.

A light olive tone is introduced subtly to ground the composition. Within Umia’s brand system, this colour represents sustainability, responsibility, and long-term vision. Its muted presence adds calm and trust, supporting the overall sense of thoughtful, considered design.
Soft lilac appears as a gentle accent, bringing a forward-looking energy to the visuals. Symbolising innovation and imagination, it connects the product to Umia’s AI-driven identity while remaining soft, warm, and approachable rather than overtly futuristic.

Lighting and shadow play an essential role throughout the film. Inspired by architectural abstraction, controlled light is used to create depth, structure, and contrast. The sunlight effect visible in the final visuals is intentionally crafted using studio lighting rather than natural daylight, allowing full control over consistency, tone, and mood.

The final outcome balances innovation and humanity — a technology-led beauty brand expressed through tactile movement, restrained colour, and subtle shadow. This project demonstrates how strong branding, thoughtful colour psychology, and human presence can transform a simple beauty tool into a refined, emotionally engaging visual experience.