Thorne | LIŔONA

A motion-led campaign visual identity for Thorne defining a new language of warm science.

The art direction was set early and carefully protected through every stage of the project. The goal was consistency of tone, from concept through finishing. In select moments, individual shots were developed end-to-end, from concept and modeling through lighting and rendering. These hero moments allowed for deeper exploration of the system and served as anchors for the broader visual language. Each one was treated as a complete, intentional composition.

Thorne came to BUCK looking for a brand film. What they left with was a foundation for the future. Our task was to evolve the brand without drifting into the visual tropes of pharmaceuticals or hyper-scientific wellness. We approached the work through art and photography, grounding it in tactility, warmth, and humanity. Organic forms, raw ingredients, and a fluid relationship between micro and macro scales helped bring the brand closer to real life. The result is a visual language we call warm science. Elevated, human, and unmistakably Thorne.

The visual system is built on tactility and restraint. Warm colors, organic lines, and natural textures replace cold precision. Raw ingredients and sculptural forms create a sense of physical presence, while shifts in scale move fluidly between the cellular and the human.

Everything was designed to feel crafted rather than manufactured. Art direction leaned into softness and imperfection, allowing the work to feel elevated without becoming precious. Science is present, but filtered through feeling rather than spectacle.

We created pieces with and without typography to serve different contexts. For social, we avoided voice-over to preserve pacing and allow the music to lead. These pieces focused on emotion, atmosphere, and visual rhythm.

For Thorne’s website, we developed a clean, typographic looping montage that welcomes viewers without demanding attention. One set of assets carries narrative and structure. The other focuses purely on mood, beauty, and brand presence.

Alongside the 60, 30, and 15-second films, we created dedicated social assets to highlight different facets of the brand. Instead of traditional sketches or black-and-white boards, we presented fully designed storyboards early on, giving the client a clear view of the final look from the start. All early textures and imagery were rebuilt during asset creation, including simulations and product renders. Motion and storyboards were designed within strict social grids from day one, making story and square formats seamless without sacrificing style.

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