BRVTL — TROPICAL BRUTALISM
A self-initiated, AI-generated eyewear campaign where tropical heat meets brutalist architecture. Four speculative silhouettes, a constructed visual world and a motion-led campaign film — developed from art direction through the final edit.
Project details
- PROJECT TYPE
- Self-initiated concept
- CREATIVE DIRECTION
- Ribeiro Motion
- AI IMAGE & VIDEO DEVELOPMENT
- Ribeiro Motion
- MOTION, COMPOSITING & EDIT
- Ribeiro Motion
- STATUS
- Speculative eyewear concept; not a manufactured collection
The film
A vertical motion study built from AI-generated imagery and video, compositing and editing.
Development process
Concept, collection studies, character continuity, architectural world building and the final campaign film. All visuals are speculative and AI-generated.
The idea: heat meets ruins
The starting point was an eyewear direction shaped by tropical brutalism: raw concrete, hard sunlight, dense shadow and reflective metal. Surrealism and restrained cybersigil details gave the world its tension. Instead of treating the frames as accessories, the campaign presents eyewear as architecture for the face — mass, void and surface composed around the wearer. The palette stays mineral and controlled: sand, charcoal and gunmetal, interrupted by smoked violet, green and liquid silver.
A collection of four forms
The campaign grew into four approved visual concepts, each with a different level of visual intensity. RUÍNA is the jewelry-like hero piece with two violet lenses and a dark central stone. ANOMALIA translates the language into a more wearable, angular acetate frame. MIRAGEM becomes a single-lens mineral-green shield. EXO pushes the idea toward an open, aggressive exoskeleton. These are AI-generated design concepts, not technical product specifications; fit, materials, optical performance and safety would require a separate development phase.
Refining the hero
The RUÍNA hero underwent an additional design pass to establish a more coherent signature. Two separate smoky-violet lenses were held within branching polished metal; a small dark stone anchors the bridge. Front, side and macro studies tested the silhouette and how its chain-like side connections would read in close-up. The goal was a recognizable campaign object that could survive both portrait framing and product detail shots — while remaining a visual concept rather than a claim of real-world manufacturability.
Casting and visual continuity
Four AI-generated characters were developed to give each silhouette its own presence: two women and two men across the four eyewear concepts. Multi-view character sheets helped keep styling, faces and product relationships consistent when moving from isolated portraits to group compositions. A group-campaign study tested the cast together, but fidelity of the hero frame still needed refinement; that exploration is shown as a process step, not passed off as a final approved photograph.
Building the campaign world
The environment began as an imagined urban setting inspired by central São Paulo — not a documented real location. Brutalist viaducts, impossible stairs and suspended volumes made the architecture feel slightly unreal. A later chrome-and-gunmetal study explored a more cybersigil direction woven through the concrete structure. These scene studies established scale, light and mood for the moving campaign, even where a particular iteration was not selected as a final setting.
From generated frames to the film
The final campaign translates the still-image language into a 30-second vertical film. AI-generated motion shots were selected and assembled into a paced edit, moving between product views, close portraits and architectural spaces. Compositing and motion work gave the sequence rhythm and continuity, while the closing BRVTL mark anchors the speculative campaign identity. The result is a concept film and visual proposal, not documentation of a produced commercial launch.
This is a conceptual AI campaign. The eyewear has not been prototyped or assessed for optical safety.