Huia, Creativity & Innovation
WebGL, Three.js, GSAP, PoseNet, Machine learning, Motion design, Cinema 4D, After Effects, E-commerce platforms
Eight years of creative technology, and where Caio learned to carry an idea from the brief all the way into the code that runs it.
Challenge
Huia was born as a motion, video and technology nucleus spun out of the agency W3haus, and its brief was to try things nobody had shipped in a campaign yet. The risk in that work sits between the idea and the execution: an idea leaves the agency, passes through interface, 3D and code, and usually loses whatever made it good on the way.
Solution
Caio led both sides of it. He ran the interface and motion specialists and stayed with the development team until the work was live, so what reached the screen was still the idea that left the agency. Over the years he led the studio's shift from serving one agency to selling applications, tools, sites and brands directly to clients, which became its specialty.
40+
Projects led
30%
More traffic in O Boticário stores
2,000+
Stores synced daily
40
People at the studio's peak
An extinct bird rebuilt in the browser, and a webcam that knew a Hadouken when it saw one. Both shipped years before either was ordinary.
Huia Platforms
Sites, apps and e-commerce for brands. The largest was O Boticário's coupon platform: free-sample coupons across 2,000+ stores, with coupon and product stock synced daily so nobody walked into a store for something that was not there.
Huia Innovation
Experiments that shipped. The studio's own bird, extinct since the last century, modelled and animated in the browser, then taken to an event where a webcam read the audience's poses and the bird answered them.
Media
Where the studio began: a specialist nucleus producing motion, video and the volume of digital assets that O Boticário's e-commerce and media ran on.
The Huia bird, and the Google experiment
The studio's own bird, extinct since the last century, rebuilt for the browser: every element modelled from scratch so code could drive it, rendered in 3D with Three.js and animated with GSAP. At an event it got a camera — PoseNet, a pose model trained by Google, read the audience through a plain webcam, and three reads of the same pose, a Hadouken among them, fired the bird's answer.
Project
Huia, Creativity & Innovation
Client & Role
Partner, Head of Creative Technology
Year
2013-21
Technologies
WebGL, Three.js, GSAP, PoseNet, Machine learning, Motion design, Cinema 4D, After Effects, E-commerce platforms
Credits
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