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
Mars Honeycomb & Salted Caramel
Mars Honeycomb & Salted Caramel
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
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Service Director: Chris Kent
Account Director: Angel McGregor
Snickers Bounty & Twix Ice Cream
Snickers Bounty & Twix Ice Cream
So happy to see our range of CGI Mars Ice cream assets finally roll out across Europe, just in time for their sweltering summer!
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.
Another awesome design by the guys over at Creaytive and brilliant team effort by our CGI artists, retouching and production.
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Service Director: Chris Kent
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
Calbee Melts
Calbee Melts
Another fun collaboration with the clever guys over at Creaytive for the launch of Calbee Melts potato chips.
EA were tasked with creating various flavours of CGI crunchy crinkle cut potato chips dripping with melted cheese. 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.
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Services Director: Christine Kent
Food Photography: Stephen Stewart
Photography Production: Geraldine Quinn
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
Tamar Valley Yoghurt TVC
Tamar Valley TVC
Animatic
Tamar Valley Yoghurt TVC
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!
Client: Lactalis
Agency: Creaytive. Melbourne
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
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
Lindt & Sprüngli
Lindt & Sprüngli
Delicious CGI goodness craeted for packaging for Lindt & Sprüngli Caramel Squares.
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. : - )
Mars Planet
Build on Mars Planet
Mars Cricket Ball
Mars Cricket Ball Detail
Mars Planet & Cricket Ball
Gorgeous CGI brief for Mars via the guys at Creaytive Melbourne. CGI chocky, caramel and nougat with detailed finessing in photoshop. Exploding with taste appeal!
Creaytive then went on to brief us on another project for Mars, sponsors of the Melbourne Renegades. Our mission was to create a photo real chocolate cricket ball encompassing all the ingredients of an actual Mars bar. Created completely in CGI with detailed finessing in photoshop, this one was all about capturing the taste appeal and energy.
Agency: Creaytive. Melbourne
ECD: Chris Reay
John West TVC
TVC
Behind The Scenes
John West TVC
CEA created the ingredients, cans & all the foreground elements in CGI & used liquid sims for the oil & lemon juice. Wunderman & John West embraced the idea of us creating a tuna steak & the other ingredients in CGI, which is no mean feat & were confident we would make it all look photo-real & delicious. This gave us complete control over the placement, lighting & look of each component. We shot the background, compositing all elements for TVC, digital OOH, print & social deliverables.
Agency: Wunderman Thompson Melbourne
Senior Art Director: Simon Fleming
Creative Director of Content: Brie Stewart
Copywriter: Mikey Curran
Integrated Producer: Katherine Muir
Senior TV Producer: Zaylee Saydam
Stills: Cream Electric Art
Animation: Electric Art
OAK Kill Hungry Thirsty Dead
VFX Build
OAK Kill Hungry Thirsty Dead
Seriously, who wouldn't want to snack on this about now! Cream Electric Art created this iconic choccy hamburger for OAK Milk using meticulously realistic sculpting, shading and lighting techniques to enhance the taste appeal. Following the success of that visual, we went on to create mouth watering CGI chocolate chips as well as a chocolate hot dog. Yum.
Agency: Creaytive. Melbourne
ECD: Chris Reay
CGI & Retouching: Cream Electric Art
Frito-Lay - Off The Eaten Path
Compilation of the US Campaign
Hummus Crisps Animation
Chickpea Veggie Crisps Animation
Frito-Lay - Off The Eaten Path
EA were commissioned to create animations for six different snack food varieties for Frito-Lay's healthy offering, Off The Eaten Path, snacks for the curious. We used photogrammetry to create all the ingredients and products, also creating the CGI frames and packs for both animation and stills assets for the global launch. This was a massive project, requiring a laundry list of absolutely photo-real mouth watering renders, and the guys knocked it out of the park. We went on to create adaptations for the Canadian market, great to know that the campaign was so well received!
Agency: R/GA Austin
R/GA Associate Creative Director: Devin Brown
Creative Director: Kelli Hogsett
Senior Art Director: Miles Gilbert
Group Account Director: Megan Mills
Senior Content Producer: Laura Walters
Senior Producers: Danielle Feinman & Andrew Puzzuoli
Rainbow Slurpee
Rainbow Slurpee
Who doesn't love an ice cold spritzed summer Slurpee!
Creating CGI ice is tricky, creating CGI shaved ice is another story altogether.
Happy to say our team nailed this one.
Agency: Leo Burnett Melbourne
Creative Directors: Michelle Walsh & Daniel Pizzato
Art Director: Katarina Matic
Producer: Kaelene Morton
Leinenkugel’s
“EA went above and beyond in delivering our vision. They were collaborative and incredibly easy to work with even with a tight timeline.
Talent wise they are as good as there is. I look forward to continuing to work with them on future projects.”
Matt Miller Associate CD, Venables Bell & Partners
“We partnered with Electric Art to launch our “Welcome to the Leinie Side" campaign for Leinenkugel’s beer.
It was an ambitiously complex visual world mixing idyllic lake scenes, beer, and subtle “Easter egg” gags.
The execution would require a mixture of original photography, 3D rendering and meticulously (and affordably!) sourced stock photography.
Initially, MillerCoors had concerns about us partnering with a shop on the other side of the globe. Would work flow suffer?
Would quality of work suffer? Not a chance. Electric Art is at the pinnacle of the game.
They were collaborative, good spirited and insanely creative. They delivered on time, each time.
Electric Art rocks, and I can’t wait for the next opportunity for them to make my work better.”
Cris Logan Design Director, Venables Bell & Partners
Looping Cinemagraph
Photoshop Build
Leinenkugel’s
We were super excited to work on this extensive print & OOH campaign for Molsen Coors brand Leinenkugel’s via Venables Bell & Partners. The brief required a highly crafted & slightly pushed look, with an emphasis on taste & flavour appeal. We worked to tight timings over Christmas & New Year with an awesome & talented team. Stephen Stewart brought all his photographic skills to the project creating & shooting a stunning flowing lake with floating fruit & leaves in our EA studio. Stephen also shot the beautifully lit heroic spritzed beer & bottle shots. We sourced a huge range of background stock, utilised components from our EA Image Library & composited the elements together to create five hero images with various adapts. An amazing effort by all involved led to a very happy client. The CEO of MillersCoors said they were some of the best looking ads he’d ever seen. We loved them so much we created a looping cinemagraph!
Venables Bell & Partners came back to us to create a second round of deliverables. We collaborated again with Stephen Stewart who created another water set in studio & designed the lighting so that all the elements would come together seamlessly in retouching. He beautifully captured the spritzed & iced bottles, honeycomb & hops, plus the water surfaces including reflections & splashes. Metallic labels were printed in the US for the new products & sent over for us to spritz, ice & shoot here on set. The honeycomb itself was delicious, really sticky & rather complicated to shoot. Multiple options of both the hops & the honey were shot by Stephen on different angles to match the initial mockups & comped together. The hops were flown in from SA, fascinating to know what the hops in your beer actually looks like! The backgrounds, characters in the canoes & honey bee's were created using a mix of stock & EA Library imagery.
Agency: Venables Bell & Partners San Francisco
Associate Creative Director: Matt Miller
Design Director: Cris Logan
Art Director: Cody Pate
Agency Art Producer: Renee Hodges & Marissa Serritella
Photographer: Stephen Stewart
Models/FX: Mark Guffogg
Cadbury Dairy Milk
Cadbury Dairy Milk
The guys at the agency did a great job reinvigorating the classic glass & a half graphic.
EA created a splashy chocolatey CGI TVC end frame with accompanying stills.
Lovely to work on such an iconic well loved brand.
Agency: The Brand Society
CD: Kieren Thorpe
Account Manager: Stefanie Miltiadou
Gatorade
“From concept to final product CEA showcases outstanding technique and creativity in the world of CGI.
I’ve worked with them on complex image creations to detailed water sculpted athletes and they delivered incredible finished pieces of art.
Their collaborative nature enhances the project experience whether they produce still imagery or animated spots.
Even though they are in a different time-zone their responsiveness and workflow put your mind at ease knowing that your deadlines will be met.
It’s great having them as your creative partner they never cease to amaze!”
Dena Moore - Executive Producer - TBWA\CHIAT\DAY LA
Gatorade
We have a solid history at EA in creating CGI splashes in various forms.
Bryce Harper's & Cam Newtown's poses were sculptured faithfully & lit using a HDR captured during the liquid shoot. Photographer Stephen Stewart shot detailed images of the product in motion. Retouching took the rendered poses, enhanced them with photographic detail & crafted the dynamic splash forms. We went on to create two more executions in the series.
Agency: TBWA\Chiat\Day LA
AD: Chris Rodriguez
Executive Producer: Dena Moore
Art Producer: Deena Fayette
Uncle Tobys
Uncle Tobys
Stills and motion campaign for Uncle Tobys. Mixture of CGI and photographic elements.
Agency: Ogilvy Sydney
Art Director: Andy Cooke
Copywriter: Andrew Hanke
Agency Production Manager: Hannah Day
Photography & Motion Capture: Stephen Stewart