burlington baby depot

agency: Cramer-Krasselt, Chicago
client: Burlington

Cramer-Krasselt delivered a challenging brief to create a realistic yet non-threatening world where a pregnant woman is besieged by choices. All had to look totally realistic, yet not resemble any known brand too closely.

EA became involved from the very beginning of the project, as each space required a look and lighting that was conducive to the product but hung together as a campaign. Once this was determined, whole sets of baby car seats, baby cribs had to be designed and modelled by EA with a multi-staged approval process attached to it.

Once approved, the objects were placed using massive particle systems with varying degrees of randomness for realism and natural motion, then rendered into place. A lengthy and tedious retouching process then followed, with lots of individual placement and alteration of objects placed in each scene.