A brand-trained AI content grid for Omaly's Irish seaweed skincare line. How Tungsten and Propaganda launched the brand without travel or weather risk. Omaly is a premium Irish seaweed-based skincare line built on a deceptive duality. The Atlantic Coast looks wild and rugged, but beneath the waves there is calm, ritual and quiet depth. Propaganda asked Tungsten to launch the brand through a curated social grid and a forthcoming brand film, both holding that duality in every frame. Andrew Beniston led the creative direction with Lee Bennett at Propaganda. The work ran on Tungsten's brand-trained content production system. Every frame iterated, redirected and approved by hand. The first three of nine launch posts went live in April. The brand film lands end of May.
Lee Bennett at Propaganda came in with a brief that was almost an anti-brief. Don't make this look like skincare advertising. Soft, peachy, ethereal, off-glossy, with film grain. The known failure mode was over-correcting into Gothic, Game of Thrones, Necronomicon. Hold the brand on the line between wild and calm.
Andrew Beniston led the work the way a DP leads a frame. Tungsten's brand-trained content pipeline ingested the Omaly brand book, packaging, palette and reference art direction so the system knew Omaly before it produced a single image. Andrew directed every shot in plain language. Too daylight. More directly lit. Dimmer. Moody. Ethereal. Each generation was reviewed, redirected, refined.
Lee directed shots himself, in his own language, without cinematographer vocabulary. Christian Holtappel ran the heavy generation volume on the Tungsten side. Hannah Grainger handled curated asset gen. The pipeline kept a single asset history per shot so any final image could be traced through every iteration that produced it.
Curation is the post-production. Every approved frame in the brand grid was generated, reviewed, redirected, regenerated and finally polished. Lucy at Propaganda took the approved candidates into Photoshop for final warmth and grade work. The pipeline preserved asset history per shot, so any final image could be traced back through the iterations that produced it.
The same approved library now feeds three deliverables in parallel. The social grid (twelve posts a month, staggered through the launch window). The spa ritual booklet, delivered, mixed with Hicksfield work and Julian-approved. The brand film at animatic stage, end of May target, stage-gated for Julian sign-off shot by shot. One library, brand-consistent across every output.
