Overview

After producing the original Brand Film Launch for SMTHGOOD, we were trusted again to handle their App Update 3.0 campaign.

SMTHGOOD is a fashion marketplace startup based in Singapore, and this update was not small. New features. Better user flow. Improved experience. The campaign needed to clearly communicate that this is not just an update. It is a serious upgrade.

We decided to go with a massive all white studio setup. Clean, bold, modern. The white environment allows the app interface and motion elements to stand out without distraction. It also reflects simplicity and clarity, which is exactly what a good app should feel like.

We cast four talents from different demographics to show one clear message. This app is for everyone. Different ages, different styles, different personalities. One platform.

The final 55 second commercial combines practical effects, CGI elements, and visual effects integration. The interaction between talents and digital interface creates a dynamic but easy to follow visual flow.

Result was strong. Clean. Modern. Confident. Just like a tech startup should look.

What We Do

Project Type
Tech Commercial Campaign


Industry
Fashion Marketplace Startup


Objective
Promote SMTHGOOD App Version 3.0 by highlighting new features and improved user experience through a visually bold commercial.


Approach
We built the concept around clarity and inclusivity. The all white studio created a controlled environment where we could design precise compositions and integrate CGI and visual effects seamlessly.

Four talents were selected to represent diverse user profiles. This supports the positioning that SMTHGOOD is accessible and relevant to a broad audience.

The combination of practical effects, digital interface animation, and post production visual effects allowed us to present app features in a dynamic but structured way. Every feature highlight was intentional and easy to understand.


Services Provided
Creative Development
Concept Direction
Studio Production
Cinematography
Directing
Producing
CGI Integration
Visual Effects
Post Production Editing
Color Grading


Deliverable
55 Seconds Commercial Video in 4K 16:9

Cast & Crew

EP
Ryanda Dwi Octhora

Director
Aditya Ryandana

Line Producer
Gian Joyson

DOP
Aditya Ryandana

Gaffer
Ariyo

Assistant Director
Tama

Assistant Camera
Gian Joyson

Props
Dekna

Talent Coordinator
Fidens Glory Seran

Runner
Kumara

VFX Specialist
Arya Bhaskara

Talent Agency
TARS Model Agency

Makeup Artist
Nia Silvyana

Costume and Wardrobe
Kiki

Ryanda (Film Roxx’s EP) is by far the best talent that I have worked with on this platform. Energetic, resourceful and full of excellent ideas, he and his team conceptualised, created, cast and shot six campaign videos for my brand. All the videos are incredibly well-received. Ryanda takes huge pride in his work. Case in point that we had an issue with a model who was cast wrongly. Ryanda and his team took it upon themselves to recast and reshoot the needed scenes completely with no incremental costs. We are expanding our scope with him and looking forward to a fruitful and long-term collaboration.

Tony K. | Founding Director of SMTHGOOD