Electric-Art_Shipping_Container_SDW.jpg

hsbc

agency: JWT Sydney
creative director: John Lam
agency producers: Graeme Mahn & Penny O'Brien

The agency's concept focused on maximising business & trade opportunities in China & required a large scale image that looked as if it could have been shot from a helicopter. Creating the image in CGI provided a premium result on a tight budget.

We started modelling high res containers in CGI using photographic textures to create realism, then once the structure of the containers was approved we worked them into a Japanese Yen shaped format. The trick to a successful image was in creating atmosphere via a dramatic lighting condition over which we had complete control.

Through a combination of projection & CGI environments we created a realistic wet surface. We photographed people & vehicles from a roof top in Surry Hills & added them to the scene to convey a busy atmosphere on the imaginary docklands.