Play god : November 2022
This year has flown by! It’s been a while since our last newsletter, we hope you enjoy this little snap shot into the world of EA.
Speaking of worlds, we’ve had a play with some aerial world building, inspired by our long time tag line “Play god” - check them out.
In other news, we have welcomed the awesome Will MacKinnon to the EA team. Will is working in Business Development and if he hasn’t called you already, he probably will soon! Why not drop Will a line and have a chat about how we can collaborate!
NRMA Insurance // Bear Meets Eagle on Fire
Happy to be part of the awesome team on Bear Meets Eagle On Fire’s first national brand campaign for NRMA Insurance. The campaign builds on the iconic HELP positioning, with the idea ‘Until then we’ll be here’.
Arnott’s Shapes Fully Loaded // Saatchi & Saatchi via Prodigious
The brief was for a CGI taste-driven flavour explosion. We were able to control the amount of flavour on the biscuit but there was also a lot of work involved in making the base biscuit toasted, crispy ’n real. Little crumbs fly out as it shatters, the crispy lightness comes from the faithfully reproduced air bubbles.
Creative Group Head: Michael Barnfield | Art Directors: Alexandra Shiel & Patricia Casten |
Copywriter: Jessie Staszkiewicz | Agency Producer: Sophie Elliot
Lexus RX and Lexus NX // Publicis Groupe
Was a joy to work on this cool energetic campaign for the Lexus RX shot by the clever Chris Sisarich @ Louis & Co.
Bull in a China Shop // DDB Health NY
Electric Art once famously put a giraffe up a tree… so creating a bull in a china shop seemed very up our alley! Created entirely in CGI , the concept communicates this specific drug is both powerful on the disease state but very gentle on the patient. An epic effort from every department at EA plus a lovely collaborative creative process with the agency resulted in a beautifully crafted final animation.
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 | Sound Design: Pete Kneser
XXXX Rebrand // Thinkerbell
Rebranding one of the great Australian brands like XXXX is no mean feat. Thinkerbell came up with a great solution that retained the iconic brands’ visual legacy, but gave it a modern twist. Our task was split into two parts, firstly the brandmark that would work in still and motion pieces, and secondly a heroic, tasty schooner of the crisp XXXX lager in animated and still forms. Photoreal CGI beer, animated spritz and foam are not for the faint hearted, in the end we employed mostly photography for the still image and then replicated that in the animated versions. Cheers!
Head Creative Tinker: Nic Buckingham | Lead Producer Tinker: Nick Livingston | DOP:Felipe Neves | Beer Whisperer/Props/Art Department: Andy Cantrell | Stills Shoot: Ryan Harvey
Mars Honey Comb & Salted Caramel // Creaytive.
EA created this mouth watering hive for the launch of the delicious new Honeycomb & Salted Caramel Mars bar. It’s all CGI with taste appeal off the charts.
ECD: Chris Reay | Head of Design Realisation: Sam Holliss | Client Service Director: Chris Kent | Account Director: Angel McGregor
ubank // whiteGREY
“That’s how you money” was such a fun project and a lovely collaborative process.
Toby Burrows asked EA to partner with him to create these graphic CGI environments and headlines in the ubank brand colours. We comped in Toby’s delightfully sassy portraits into these cool little worlds. Love the end result, so fresh and fun.
ECD: Chad Mackenzie | CD: Ronojoy Ghosh | Agency Executive Producer: Sean Ascroft | Photographer: Toby Burrows @ The Kitchen
Snickers, Bounty & Twix ice Cream // Creaytive.
So happy to see our range of CGI Mars Ice cream assets finally roll out globally!
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 only better.
ECD: Chris Reay | Head of Design Realisation: Sam Holliss | Client Service Director: Chris Kent