A clean, crisp & streamlined environment was just what the doctor ordered for the new Camry Hybrid launch campaign. To make this visual work at it's best, we required sharp & graphic lighting. We found an appropriate location & shot skies, back plates & HDRI's. Once we had shot the environment we placed in the 3D wireframe & lit it to match. We then enhanced all the highlights to make the car look as powerful yet streamlined as possible. We were mindful to keep plenty of texture in the asphalt of the road so that it would look gritty & aggressive when motion blurred. A major consideration was to keep in mind that the image had to be flipped along the centre line. We were continually rendering and flipping the image to make sure that it still worked once flipped. At one stage we were up against some weird devil horned monster cloud formations. Like taking a Rorschach inkblot test.....we all learnt something new about each other that day.
Toyota camry brochure
agency: Saatchi Sydney designer: Tod Duke-Yonge agency production: Skye Houghton & Sarah Chapman HDRI photography: Electric Art
Saatchi Sydney commissioned us to create the images for the new Toyota Camry Brochure. Saatchi had chosen various background plates, to which we added our own HDRI environments. After settling on the correct camera angles the CGI cars were materialised & lit to suit the laws of reality & beauty, taking care to match their new environment's light sources & natural reflections.
Electric Art is a Sydney based, globally recognised creative production specialist leading the way in Creative Retouching & 3D, Motion, Interactive & Augmented Reality.
Founded in 1993, over the years we've worked with some of the biggest brands, ad agencies & photographers around the world. With today’s proliferation of new image mediums & the shift to more web-based work & animation, we now find ourselves managing whole projects. We output assets spanning traditional print, web, animation & interactive. In short, we love to take on challenges & occupy brand new spaces.
In 2006, we introduced the tagline ‘Play god.’ which is still in use today & has become synonymous with EA & all that we represent. We have forged a unique culture focused on creating beautifully crafted, award winning work in a relaxed & fun environment.
Our campaigns have won many awards including gold, silver & bronze at Cannes, gold & silver at The New York Festivals, gold at the Clio Awards, silver at The John Caples International Awards, gold at Adfest as well as a swag of local AWARD awards. Our work has been selected to appear in Luerzer’s Archive, Communication Arts, American Photographer, Advanced Photoshop & in Luerzers 200 Best Digital Artists Worldwide 2013/2014 & 2015/2016.
We have a long history of working with US clients and are represented in The States by John Sharpe at Sharpe + Associates. www.sharpeonline.com
Electric Art | Level 3, 11-17 Buckingham Street, Surry Hills, NSW, 2010, Australia