The Portfolio of Justin Muñoz.
PROJECT.

Joico :
3D Trade Show Videos

This project was a series of high-end 3D animated videos for the global hair care brand Joico, created for their major trade show presentation in collaboration with the creative agency Dream But Don't Sleep. The core task was to conceptualize, design, and visualize the "perfect" Joico salon. This aspirational space served as the dynamic on-stage backdrop for three distinct videos, each placing the salon in an iconic location: Los Angeles, Miami, and Texas.

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Unity 3D Development3D DesignVideo Production
Client(s)
Dream But Don't Sleep
Industry
Hair Care
My Roles
3D Artist
Animator
Software
Unity 3D
Blender
Adobe Photoshop

The Challenge

The first challenge was to take the initial creative direction and expand it into a fully realized piece of digital architecture. This meant designing an aspirational "perfect salon" from scratch, a space that had to be both a stunning fantasy and a functionally believable high-end salon. Every detail was meticulously planned, from the 15-foot glass walls and unique skylights designed to flood the space with natural light, to the clean marble floors and practical layouts for washing, coloring, and styling stations. The goal was to create a space that felt premium and flawless, grounded with realistic details like exposed steel beams to make the dream feel tangible.

A second, equally complex challenge was to build three distinct and convincing exterior worlds for this single building. For each location, I had to create a unique and iconic landscape that told an immediate story. This involved everything from modeling a sun-drenched Texas desert and a vibrant Miami beachfront at sunrise, to a classic Los Angeles neighborhood nestled in the Hollywood Hills. Each location required its own unique lighting, location-specific flora, and a choreographed 60-second cinematic camera introduction that smoothly transitioned from the vast exterior into the salon, setting a different mood for each stylist's segment.

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Marketing Render

The Outcome

The three animations were a highlight of the Joico trade show, transforming the stage into a dynamic, immersive environment. Playing on a massive screen behind the live presenters, the videos provided a stunning virtual backdrop that captivated the audience and seamlessly introduced each of the featured stylists with their own unique sense of place. The hyper-realistic rendering and aspirational design successfully communicated Joico's identity as a premium, forward-thinking brand, delivering a cinematic experience that elevated the entire live presentation.

The client was thrilled with the final product, as the "perfect salon" concept became a cornerstone of the event's success. The ultimate testament to the project's impact and quality came a year later when Joico commissioned a refresh of the campaign. Their request to use the exact same architectural design and simply update the surrounding elements solidified the original concept as a powerful and lasting brand asset. This repeat business demonstrated not only the success of the initial execution but also the creation of a valuable, reusable digital world for the client.

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“Forcing a project to completion, you ruin what was almost ripe.”
- Lao Tzu