Fussy — Joey Tadiar

Role: Concept and art direction
Company: Fussy
Timeline: October 2026
Platforms: Web, Social, Out of home
Tools: Blender, three.js

The brief

Fussy makes a refillable deodorant in eight great-looking case colours. But the colour is the only thing to go on. Nothing tells you who each one is for, so picking feels like a detail instead of a decision.

“Fussy” usually sounds like a complaint. But being fussy just means you care about the small things. That is worth being proud of.

The ideaTurn fussy into a point of pride.

Campaign line

be fussy.

Life’s better when you know what you like.

You’re allowed to care. About what touches your skin. About what you smell like. About what you throw away. About what colour you pick.

“Be fussy” is an attitude, not a product claim. The deodorant is the proof of it.

The live site

Built and working. The case is a Blender model, rendered live in the browser. Scroll and it lifts, comes apart, turns in space and closes again. Pick a colour and it opens on its new personality.

One full scroll, in Hot Pink

Stone Grey case closed on its surface — Stone Grey, closed

Orange case drifting apart with be fussy behind it — Orange, coming apart

Open the live site

Best on a laptop, in Chrome.

Under the hood

The same moment three ways. The code that turns scroll into the loop, the case taken apart in Blender, and what you see in the browser.

Code from the Fussy site: the eight chapters of the loop, the rule that the lid lands last, and the function that turns a scroll position into a pose. — The code. Scroll in, pose out.

The Fussy case in Blender, its parts pulled apart in a studio scene. — The model, in Blender.

The live site in Stone Grey: the case opened into its parts, with The Minimalist behind it. — The live result.

Every colour is a character

The colour is the most visible choice a customer makes. So each one gets a personality and a line. Four of the eight.

Orange case, opened, with The Instigator behind it — Orange · The Instigator. Not here to blend in.

Lilac case, opened, with The Dreamer behind it — Lilac · The Dreamer. Soft, but never boring.

Midnight case, opened, with The Night Owl behind it — Midnight · The Night Owl. Low-key. High standards.

Hot Pink case, opened, with The Main Character behind it — Hot Pink · The Main Character. Fresh, but make it iconic.

How it flexes

One line that works everywhere the brand shows up, set on the case colours. Campaign layouts and a motion post.

be fussy about ingredients.
be fussy about plastic.
be fussy about design.
be fussy about what touches your skin.
be fussy about what sits on your bathroom shelf.
be fussy about smelling really fucking good.

Where it goes next

Proposed extensions. Not built.

Proposed

Product page

The colour picker becomes a personality picker. Every swatch shows who it is before you buy.
Proposed

Packaging

Each case ships with a card for its persona. Something to keep, not throw away.
Proposed

Social

“Which Fussy are you?” A short quiz that ends on a colour and a case.
Proposed

Out of home

One line per poster. “Be fussy about plastic.” Next to a refill.

My partIdea to live site.

The campaign idea and the line, “Be fussy.”
Eight colour personalities, each with its own line
Art direction for the case renders and the campaign layouts
The 3D case, from a Blender model to a live three.js scene
The interactive product site and its scroll sequence
The motion post and stills

An unsolicited, independent concept by Joey Tadiar. Not commissioned or endorsed by Fussy. Product names and marks belong to their owners.

The brief