Play god : April 2022
Welcome to our first EA newsletter in a while! It’s been a busy 2022, setting up our new Leichhardt studio space, working on our updated website plus crafting CGI, motion and retouching projects for both local and overseas clients. We hope you enjoy this little glimpse into what we’ve been up to. Please drop us a line and let us know what you’ve been creating. We look forward to the opportunity to collaborate!
We are super excited to share our new website! Reels have also been updated, please check them out here.
Salted Caramel Tim Tam TVC // Saatchi & Saatchi
We happily joined forces with the old team again, Arnotts, Prodigious & Saatchis to create another lovely Tim Tam spot. It’s an honour to be trusted as the creator of the first CGI version of the iconic Aussie bikkie and all its ingredients. This one had the added challenge of starting with a beautiful ribbon of thick caramel followed by communicating the generous double choc coating on the biscuit. After much creative development we settled on a suspended river of chocolate followed by lovely whirlpool for the finished biscuit to emerge from. We avoided trendy tricks like time ramping to be able to show more of the biscuit travelling, instead preferring to allow the viewer time to take in the beautiful ingredients and the purely abstract world of its construction.
CD: Michael Barnfield | Creative Team: Ben De Klerk & Robert Bamford | Production Company: Prodigious | Prodigious Post-Production Producer: Amritha Rajavelu
Bull in a China Shop // DDB Health NY
How does one communicate that a new drug is both powerful, offering the efficacy that the patient's disease demands, yet is gentle on the patient at the same time? A bull in a china shop!! Creating, sculpting, texturing and animating CGI animals is considered “next level difficult” in the CGI world. Creating photoreal china shops to go with them is no easy task either, but in the end, these custom built animals and shops were a labour of love for our CGI, Retouching, and Compositing departments. We also produced an awesome animation to go along with these still images. Excited to share that too once it goes live. Check out the CGI build here.
SVP, Creative Director: Bill Dunkle | VP, Associate Creative Director: Rad Dedic | VP, Associate Creative Director Copy: Nikita Golitsyn | Account Group Supervisor: Lauren Alexander | VP, Account Supervisor: Catherine Siegrist | Group Project Supervisor: Alec Davidson | Associate Director of Production: Olga Zeltser
Mars Ice Cream // Creaytive.
Another great design from the grand team at Creaytive! The guys commissioned us to create a range of CGI Mars ice cream assets for global marketing purposes. We’ve developed a lot of fairly proprietary combinations of techniques over the years to be able to do this kind of work. It's next level tricky to create realistic CGI ice cream but even harder to get it to look so yummy and light realistically in very high resolution. All the materials have to texturise, light and behave like the real life ones but a lot better. Reality, beauty and taste appeal have to coexist harmoniously. An awesome team effort by the whole gang.
Exec Creative Director: Chris Reay | Head of Design Realisation: Sam Holliss | Client Service Director: Chris Kent
Electric Art Promo
“F@$k that looks like some kind of weird landscape” was the comment that turned “the little walnut that could” into a landscape and then back into a walnut again. Ultra real CGI food is part of our staple diet and when Simon Linge’s multicoloured walnut popped up it became the germ of an idea. Like some weird lichen-covered rock (perhaps from another planet) the fascinating ultra-macro-super-Hi-Rez world of realistic CGI food provided us inspiration to create this wistful windblown landscape and Play god yet again. Check out the whole project to see some of the crazy behind the scenes detail.
Calbee Chips // Creaytive.
We were tasked with creating various flavours of CGI crunchy crinkle cut potato chips dripping with melted cheese for Calbee Melts Potato Chips. We partnered up with Stephen Stewart who shot the mouth watering food to layer in-between the stacked chips. We pre-vised the stacks prior to the shoot to work out the optimum composition and retouching worked their magic layering all the components and finessing the deliciousness.
ECD: Chris Reay | Head of Design Realisation: Sam Holliss | Client Services Director: Christine Kent | Food Photography: Stephen Stewart | Photography Production: Geraldine Quinn
Chatime // Special Group
This was a fun quirky little retouching job for popular bubble tea franchise Chatime via the guys over Special Group. “Satisfy your Strange” is a digital, outdoor and AR immersive campaign starring seven crazy cool characters created by artist Sam Lyon and a range of super unique Chatime beverages. Electric Art comped the Characters with their drinks, finessing the deliciousness and embedded the QR codes. We rigged and animated the Cowboy and Udder Delight so that Unbnd could work their AR magic. Very cool seeing these interactive posters around town and instore.
CCOs: Julian Schreiber & Tom Martin | ECDs: Nils Eberhardt & Simon Gibson | Creatives: Jeff Seeff & Joel Grunstein | Agency Executive Producer: Sonia Ebrington | Integrated Producer: Emily Willis | Character CGI Artist/Animator: Sam Lyon Jellygummies | AR Build: Unbnd | Retouching & Animation of Cowboy & Udder Delight: Electric Art
Tamar Valley TVC // Creaytive.
Loved collaborating with Creaytive. Melbourne on our latest TVC project, created completely in CGI. The Tamar Valley brand design illustration was brought to life with a flowing river and a creamy yoghurt liquid sim waterfall. The results are 100% photo-real with incredible taste appeal!
ECD: Chris Reay | Creatives: Mark Andrews & Tim Holmes | Account Director: Angel McGregor | Finance & Operations: Viv Ringersma | Sound Design: Peter Kneser | Voice Over Talent: Jessica Tovey @ RMK Management | Voice Over Production: Dan Higson @ Smith & Western Sound