MILES ELLIS / INDEPENDENT CONCEPT TREATMENT
A slower kind of morning

Format: Product campaign / visual treatment
Proposed role: Concept, styling direction & formats
Status: uncommissioned concept / 2026

THE BRIEF
Introduce an everyday skincare object through the feeling of using it. Build a calm visual world that can move from a landing-page hero to a small social crop without relying on unsupported product claims.

INTENDED AUDIENCE
An independent personal-care brand developing its first digital campaign.

VISUAL DIRECTION
Use warm stone, a simple vessel and one directional light source. Keep the product legible, leave negative space for a headline and create variation through scale and crop rather than unrelated props.

PROPOSED SEQUENCE
1. The first impression
A wide still life establishes the palette and leaves space for a short introduction. The bottle remains the focal point.
Direction: Landscape / full object / headline space

2. The tactile detail
A closer crop explores material and light. Avoid implying a clinical effect or a product benefit that has not been substantiated.
Direction: Close-up / material / gentle contrast

3. The everyday format
Translate the same scene into a vertical crop. Keep the label area clear and reserve the lower field for a simple invitation.
Direction: Vertical / readable object / clear next step

PLANNED DELIVERABLES
- Campaign idea and still-life styling notes
- Landscape, square and vertical crop plan
- Headline hierarchy and art-direction handover

CONCEPT BOUNDARY
An uncommissioned visual treatment using a generated sample still life. No real product, brand endorsement, campaign delivery or sales result is represented.

Miles Ellis is a fictional creative profile created for a Sidepath website demonstration.
Read the treatment: https://sidepath.studio/demos/creator-portfolio/a-slower-kind-of-morning
Build a portfolio with Sidepath: https://sidepath.studio/contact