Beauty is deeply personal, yet there’s something about it that brings us together.
This project was about focus, literally and creatively.
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ZEISS was rolling out a new branding concept: a genome formed from layered sheets of glass, applied across its global markets, including medical eye applications in South Korea.
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I assembled a team of creative and technical experts to translate their genome brand shapes into a beautifully layered iris, creating a temporal sculpture that fuses precision, focus, and beauty.
#
ZEISS was rolling out a new branding concept: a genome formed from layered sheets of glass, applied across its global markets, including medical eye applications in South Korea.
#
I assembled a team of creative and technical experts to translate their genome brand shapes into a beautifully layered iris, creating a temporal sculpture that fuses precision, focus, and beauty.
Comissioned Work | ZEISS | 2023 | Creative Direction & Artist
Client
Zeiss
Year
2023
Creative Direction
Christian Zschunke
Producer
Jan Birkenbach, #Markus Trautmann, #David Adam
Artists
Christian Zschunke, #Gui Todorov, #Norman Struwe, #Philipp Brates, #Roman Hinkel, #Simon Fiedler
We tested dozens of versions before landing on the final look. Some were too busy. Some felt cold. Finding the balance took instinct, feedback, and a lot of deleting.
We played with shapes, motion, and light, testing how far we could push the look without breaking it.
The iris came from that process, a clean, striking way to tie ZEISS’s technology to the human experience.
PROCESS
We decided to shoot the eye for the zoom-out with a real human to give the spot some needed human warmth.
We resorted to a procedural setup for the layered iris to avoid lengthy simulations and allow for faster iterations.
In the end we created a sharp, focused design that expands the brand’s vision while staying true to its core.
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