The Lane House
Discover a different way to stay.
Client | Caramel Creative
I was brought on by the team at Caramel Creative as a specialist in generative AI production and post-production to create a virtual photoshoot and branded animations for The Lane House, a part of the Bennetts Lane precinct, developed by Perri Projects.
The Lane House is your city sanctuary. Stylish and elegant boutique hotel apartments.
Comfort, space and style. A place to Rest, Rejuvenate and Recreate with the best that the City of Melbourne has to offer.
Roles
Virtual Photoshoot
Retouching
Brand Animation
Additional Credits
Design Director / 2D Graphics - Declan Cox
Creative Director - Aaron Lee
Brand Animations
Expressive silhouette hands are a core part of the Lane House brand identity.
Initial concepts were developed by Caramel Creative.
Oliver Chaffe then created four final illustrations which were used across static media.
These were rigged and animated by hand in Adobe After Effects. They build a set of recurring gestures - restrained, characterful, and quietly knowing. The effect is a world of playful, grown-up discretion: an invitation in, a secret worth keeping, never said louder than it needs to be and carried cleanly across web and digital touchpoints.
Virtual Photoshoot - Creative workflow
Caramel Creative established the art direction for the project, defining the photographic style, material language and overall look and feel. Oliver Chaffe Creative then developed the generative production system and visual workflow to bring that direction to life across the imagery, with retouching and animation extending the work beyond the stills.
Every brief started from the same constraint: the spaces weren't real yet. How do you convey what it feels like to stand inside a place, pre-build, somewhere whose character lives in light, texture and mood rather than finished walls or furniture?
Conventional renders stopped short of that feeling, and the emotional register was precisely what the brand was after. Closing the distance meant working beneath the surface of the renders. Material boards, fixture schedules and fittings documentation stayed close throughout pre-production, while each shot was moodboarded individually, keeping every decision around lighting, atmosphere and material tied to the real substance of what was being built.
The result is eight hero images across four categories: Rest, Rejuvenation, Recreation and Retreat, held together by a single photographic language of diffused light, lifted shadows and warm whites.
Running beneath it is one idea: architectural warmth meets the human touch. Traditional post-production process built to put back the imperfections that make an image read as real.
Custom upscaling produced a realism layer that could be selectively retouched into each frame in Photoshop: stray hairs, the grain of skin, the small irregularities you'd clock in any well-shot photograph.
The same system extended into animation, allowing the visual language to move beyond static imagery and create a broader set of assets from the same underlying creative direction.
Open and iterative throughout, the process left room for client input at every stage, with Caramel Creative leading the creative direction and Oliver Chaffe Creative leading the generative production, systems, retouching and animation. The result came from genuine collaborative judgement rather than an opaque, black-box process.
Art direction provided by Caramel Creative - Ensuring the photographic scenes matched reality and specific styling cues.
A small sample of the contact sheets provided for selection. A final set of 8 images were retouched.
Image to Video
To bring the stills further to life, image-to-video generative tools were employed alongside light VFX work, adding subtle motion and atmosphere that elevated the assets beyond static imagery and gave the spaces a sense of breath and presence. These video vignettes are now being deployed across a range of touchpoints including sales collateral, digital campaigns, and brand communications
Outcome
The result is a body of work for Perri Projects that moves fluidly between still imagery and motion.
The ability to render these spaces with real warmth and atmosphere creates value well beyond launch, building anticipation and emotional connection before the doors open, then continuing to communicate the character and experience of the destination once they do.
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