Featured
Toyota
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Generate excitement for the re-release of the Toyota Supra. We did this by creating a Pinball themed course and using the song Pinball Wizard to create a feeling of nostalgia .
My initial task for this was to prepare inserts for the LED screens and LED Cylinders. I generated several concepts based off of my supervisors initial descriptions, and the designs continued to evolve as the project came to completion. This was all about trying to maintain a Retro and Arcade theme and style. Keeping images intentionally blocky with simple color palattes.
After the designs were in a good spot, with a very positive reaction from clients, it was time to integrate the CG. Several light rigs were placed along the track to help integrate/simulate the future light interaction of the CG elements.
We took iconic athletes and re imagined them as points of data. This was done as an effort to show how much study and analysis Gatorade goes through in order to create world class products.
We had to first paint out the athletes from the scenes entirely. After that we looked for ways to add interest into the shot. Darkening some areas, playing up others. All in an effort to push the story and focus onto the characters.
In the end we had a beautiful commercial with a perfect balance of chaos and structure. Making sense of the forces that go into a top tier athlete, and what Gatorade does to push that even further.
The main appeal for the brand is showing off its heroes powerful abilities. The commercial revolves around our three main heroes fighting their way through an army of baddies.
The launch of Destiny was not far away when we began developing our visual language for the commercial. Much of our work was based on how the way the games abilities appeared in engine. We then had to adapt what that would look like in Photoreal environment. Just in the shot above 40+ 2D elements were used to make the action appear firmly grounded in reality. Massive amounts of CG elements were then generated to enhance the overall Sci-Fi toneand increase the feeling of danger.
Even though time was tight on this piece, some scenes even needing full CG character development and integration, it earned Framestore a VES nomination for Outstanding Compositing in a Photoreal Commercial. For which I was proud to be on the ticket for.
Preproduction was everything in this VR spot. Without thorough planning on the front end it would make it almost impossible to get a premium result.
While everything was filmed and stitched together, their were many aspects which needed to be handled in post. Addressing seams and and enhancing the surrounding environment were some of the main challenges. We needed to work with new technology and come up with several inventive solutions to solve highly irregular problems.
When the final product was loaded into the headset it felt polished and seamless. The campaign was a great success and paired perfectly with its 30 second commercial counter part.
