Praise ‘Fridge Freestylers’
Praise ‘Fridge Freestylers’
It was great to once again work with Mat Baker & Louis & co who did a killer job capturing the talent and food for the fun and upbeat attitude of the Praise ‘Fridge Freestylers’ Campaign. We worked with the assets to also deliver an animation.
Agency: Connecting Plots
Agency Producer: Rachel Heffernan
Photographer: Mat Baker
Production Company: Louis & Co
Producer: Luke Della Santa
Elephant in a China Shop
The animation
Elephant in a China Shop
Electric Art once famously put a giraffe up a tree… so creating an elephant 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 campaign.
Agency: DDB Health New York
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
Celebration Heart
Stadium without the heart
Opening Ceremony Animation
CGI Build
Celebration Heart
Agency: Syneos Health Communications
SVP Group Creative Director: Ted Mendelson
VP Creative Director: Tarra Austin
VP Creative Director: Sean Welsh
VP Account Director: Kim McLaughlin
Group Art Director: Sasha Babarina
Art Supervisor: Patrick Fulmer
Senior Project Manager: Brittany Bethea
Senior Content Producer: Nikki Di Franco
Photographer: Chris Budgeon @ Photoplay Photography
NAB Equipment Finance
NAB Equipment Finance
Six Black Pens approached EA with an urgent brief to create a stills and motion asset of a CGI tractor harvesting the NAB logo into an expansive realistic crop field. The campaign was created to suit various formats and targets NAB agricultural customers to raise awareness of the NAB Equipment Finance product.
Agency: Six Black Pens
Head of Creative: Joe Maycock
Design Group Head: Daniel Farrugia
Snr Account Director: Cat Melville
Snr Account Manager: Claire Underhill
Zadina Dates TVC
Zadina Dates TVC
EA were commissioned to create a TVC for Zadina dates showcasing the premium and sophisticated product and its positioning as a perfect gift for connoisseurs from the heart of Arabic culture. Created entirely in CGI, yet still 100% photo real with incredible taste appeal cues, EA created a vast range of CGI dates, plus palms, ribbons and gift boxes for the 30” TVC.
Dates are tricky things to light at the best of times, so showcasing ones with complex fillings was quite a task. They are generally very dark (and so swallow a lot of light) but also quite reflective and shiny as well. A lot of the fillings were either solid or quite translucent, but we had to balance the translucency of the dates so that they looked delicious. Quite a balancing act!
HDRI Light Studio was essential here, as it was a matter of achieving the idea that the dates were in a consistent space and lit consistently as they fell, were filled, then arranged and boxed. The lighting used real light sources in some cases for highlights and soft boxes that were highly crafted in their gradations. Each scene was tediously tweaked to get the correct balance of front, fill, back, rim and sidelight to achieve the optimal balance. Lights were split into passes so the compositor could tweak and shift intensities as needed.
The team at Code8 were a delight to work with, and both agency and client were thrilled with the end result. Incredible work from the whole team, huge credit to the CGI guys who absolutely nailed this complex project.
Agency: Code8
Managing Partner: Carlos El Khoury
Creative Director: ZorZi El Hoyek
Snr Account Manager: Sami Safadi
Primo Stackers Socials
Primo Stackers Socials
Fun times creating these little back to school social assets for Primo Stackers.
Agency: Generator United
Agency Producer: Darren Bailey
Salvos Stores - The Preloved Promise
Salvos Stores - The Preloved Promise
What a joy to work with The General Store on this gorgeous feel good Christmas TVC where we see the ink on paper literally coming to life. The messaging encourages shoppers to consider purchasing preloved gifts from Salvos Stores this Christmas, to help not just people in need but also the planet. Make the Preloved Promise, gift second hand this Christmas!
Agency: The General Store
Arnott’s Shapes Fully Loaded
Our exploding shape adds to the flavour explosion proposition.
Grey Render
Arnott’s Shapes Fully Loaded
The new Arnott's Shapes range is just so moreish, we've demolished every sample biscuit left at Electric Art! The brief was for a taste-driven flavour explosion and as always, we’ve created a tasty morsel that looks real but is better than real. Of course we were able to control the amount of flavour on the biscuit but there was also a lot of work put in to 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. The beautifully crafted explosion of flavour adds to the all important taste cues and the flavour explosion proposition.
Agency: Saatchi & Saatchi via Prodigious
Creative Group Head: Michael Barnfield
Art Directors: Alexandra Shiel & Patricia Casten
Copywriter: Jessie Staszkiewicz
Production: Sophie Elliot
Bull In A China Shop
Electric Art once famously put a giraffe up a tree… so creating a bull in a china shop seemed very up our alley!
An epic effort from every department at EA plus a lovely collaborative creative process with the agency resulted in a beautifully crafted final animation.
Testimonial: “Tremendous THANK YOU for your incredible hard work on these two campaigns.
The artwork speaks for itself to the outstanding level of craft, talent and heart poured into it.
We couldn’t ask for better (or more patient) partners to bring these ideas to life. Looking forward to our next collaboration!”
Olga Zeltser - Assoc Director of Production - Link 9
CGI Build
Bull in a China Shop
We're thrilled to share this work for DDB Health NY, it's definitely a dream brief and one of our favorite campaigns. 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!! We jumped at the chance to bring this visual metaphor to life.
Creating, sculpting, texturing and animated CGI animals is considered “next level difficult” in the CGI world. Creating photo-real 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 the Electric Art CGI, Retouching, and Compositing departments!
An epic effort from all plus a lovely collaborative creative process with the agency resulted in a beautifully crafted final animation.
Agency: DDB Health New York
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
That’s a XXXX load of refreshing detail right there!
BTS Build
XXXX Rebrand
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. It also added more refreshment appeal and versatility to the famous brand mark. They came to us for the challenge of making all this a reality for both print and motion applications going forward.
The 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. In typical Electric Art fashion we opted for the best methods to have control over aspects like spritzing, spritz runs down the glass and logo and controlling the delightful rising and spillover of foam in the glass. The brief was to create a heroic schooner that didn’t follow the typical “hero glass lighting” of everyone else. Imagery that XXXX could own as a brand, retained all the aforementioned refreshment and taste enhancements, and gave more than a passing nod to some of the retro beer imagery it was founded on.
Photoreal CGI beer, animated spritz and foam are not for the faint hearted but a challenge we were more than happy to take on. In the end we employed mostly photography for the still image and then replicated that in the animated versions. In the end, a lovely result that everyone was thrilled with hit the screens and billboards. Cheers!
Agency: Thinkerbell
Head Creative Tinker: Nic Buckingham
Lead Producer Tinker: Nick Livingston
DOP: Felipe Neves
Beer Whisperer/Props/Art Department: Andy Cantrell
Stills Shoot: Ryan Harvey
Chatime Retouching
EA Rigged and animated the Udder Delight character.
Chatime
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.
Agency: Special Group
CCOs: Julian Schreiber & Tom Martin
ECDs: Nils Eberhardt & Simon Gibson
Creatives: Jeff Seeff & Joel Grunstein
Creative Technologist: Laurent Marcus
Agency Executive Producer: Sonia Ebrington
Integrated Producer: Emily Willis
Character CGI Artist/Animator : Sam Lyon Jellygummies
AR Build: Unbnd
Retouching & Animation of Cowboy & Udder Delite: Electric Art
Electric Art
EA Promo
Process
Electric Art
“F*ck 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.
It’s really worth having a look at these assets separately, particularly the camera that rotates inside the shell of the walnut. Crazy detail.
Colgate Optic White
Colgate Optic White
Agency: VMLY&R Sydney
Integrated Producer: Stevi Russell
Commbank New Perspectives
3D Printer & City
Truck & Plant
Shirt & Cursor
Commbank New Perspectives
Lovely clean graphic assets for CommBank's "New perspectives power new opportunities" campaign. We built the 3D printer, shirt & truck in CGI as well as the yellow graphic city, cursor and plant and then animated them.
Agency: M&C Saatchi Sydney
Creative Director: Richard Donovan
Art Director: Melissa Hawkett
Copywriter: Jason Leigh
Snr Account Director: Am Lall
Agency Producer: Greg Hyslop
Arnott’s Salted Caramel Tim Tam TVC
Arnott’s Salted Caramel Tim Tam TVC
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. Once the creative direction was settled the hard work began of actually creating this realistic, beautiful biscuit and all its ingredients started. Every frame has to count. Six seconds is a very short time to tell the story of the “construction” of this treat.
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.
Agency: Saatchi & Saatchi
CD: Michael Barnfield
Creative Team: Ben De Klerk and Robert Bamford
Production Company: Prodigious
Prodigious Post-Production Producer: Amritha Rajavelu
Mars Ice Cream
The clever design team at Creaytive commissioned us to create a range of CGI Mars ice cream assets for global marketing purposes.
These are the first designs to launch and we're so happy we can finally share some of the work from this campaign!
Ice Cream Scan
EA went on to animate this delicious asset. So good to see that swirl in action!
Mars Ice Cream
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 our CGI artists, retouching and production... all with their own expert techniques, all part of the little village that made a choccy ice cream!
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Service Director: Chris Kent
Esri
Cinemagraphs
Forest
We created this epic campaign for Esri, a software company that utilises location technology such as mapping and data analytics to assist organisations to “See What Others Can’t".
Port
Africa
Subway
Airport
City
Construction
Stills
Builds
Esri
We created this epic campaign for Esri, a software company that utilises location technology such as mapping and data analytics to assist organisations to “See What Others Can’t". Even prior to COVID-19 a worldwide shoot on this scale wasn’t feasible for this client in terms of timings and budget. CEA were able to utilise CGI, stock and local photography to create each environment, delivering a campaign of seven photo-real stills images and corresponding looping cinemagraphs.
We created FX builds on the Forest, Construction and Port assets that show a quick glimpse into the CGI process. A brilliant team effort from our guys, agency and client, and one of which we are all immensely proud of.
Agency: MAL\FOR GOOD & TBWA\Chiat|Day LA
Assoc. Creative Directors: Kristina Krkljus & Tyler Kirsch - MAL\FOR GOOD
Art Directors: Mark Share & Jason Collins - TBWA
Executive Producer: Dena Moore - TBWA
Art & Print Producer: Whitney Knecht - TBWA
Senior Art Producer: Elisabeth Fried - TBWA
Production Coordinator: Jessie Glenn - TBWA
Photographic elements on City, Port, Subway & Africa: Stephen Stewart.
Photographic elements on Construction & City: Damon Wilder
Forest & Construction Stills: Cream Electric Art
Remaining stills & all motion: Electric Art
Coca-Cola - Kirks
Coca-Cola - Kirks
Bright, zingy stills and animated OOH campaign created for classic Australian soft drink, Kirks. The assets were created completely in CGI featuring cute little Aussie icons, colour co-ordinated CGI headlines, sculptured splashes and spritzed cans. Missing summer already!
Agency: JPD
Account Director: Sarah Greenwood
Brand Manager: Catalina Pachon @ Coca-Cola Amatil
Stills: Cream Electric Art
Animation: Electric Art
Maccas Mr Monopoly
Mr Monopoly Dancing
Mr Monopoly Trapdoor
FX Build
Mr Monopoly Dancing
Epic team effort producing a range of OOH material and TVC end frames for Macca’s Mr Monopoly promotion. EA created a CGI set with plenty of old school game show razzle dazzle incorporating the agency supplied 2D prizes and charismatic Mr Monopoly footage captured by Mr Michael Corridore.
Agency: DDB Sydney
Agency Producers: Sam Harris, John Wood
Photographer & Director: Michael Corridore @ Photoplay Photo
CGI Flying Food
CGI Flying Food
Our CGI team has worked so hard perfecting the process of creating 100% realistic CGI ingredients with mouth watering taste appeal. Check out this video depicting an array of delicious CGI morsels along with an FX breakdown. Make sure you watch till the very end. : - )