laing + simmons real estate

client: Laing + Simmons Projects
CGI development for VR & print: Electric Art
virtual reality studio: Start VR
branding & design: Darling Brands

Laing + Simmons Projects approached EA with an exciting challenge, to create a new & innovative experience for potential investors looking to purchase apartments off-the-plan. EA bought together a consortium consisting of Start VR, a virtual reality studio & Branding Specialists, Darling Brands to partner together to realise a full promotional package from branding through to a virtual reality experience.

The EDGE 28 development in Sydney's St Leonards is the first Australian real estate development to offer buyers a fully immersive virtual reality experience. Photo-realistic CGI images & drone photography mean buyers can use VR to experience an off-the-plan apartment first hand, revolutionising the sales & buying experience. Potential buyers can get a sense of the panoramic views, spaces & layout before construction even starts & develop an emotional connection.  

You can visit the onsite showroom or take a virtual tour from the comfort of your couch, by downloading the EDGE 28 App from either the App Store or Google Play & viewing it with a Google Cardboard viewer.

The app includes features such as a first person street view to show the view of the apartment from the street, atmospheric audio of wind & street noises to add to the immersive experience & various photo-real CGI renderings showing the apartment at different times of day.

Creating a seamless integration of the photo-realistic CGI texturing & lighting with the drone environments was essential  in order for the VR experience to seem real & for the spaces to feel both beautiful & aspirational. 

mizuno

agency: McKinney Durham N.C.
art director: Josh Souter
art buyer: Kellie Bingham
graphics:  Oddfellows San Francisco

It was a pleasure to work with our agent Sharpe + Associates on this unique brief for US agency McKinney. EA collaborated with the agency to create an interactive experience for their client Mizuno's microsite.

The site entitled "What if everybody ran?" depicts a runner who literally runs from morning to night. It aims to demonstrate the many health benefits of running with statistics indicating how things could change for the better if everybody ran. EA comped numerous stock shots together to create the background for the runner on the microsite as well as the artwork for the instore poster. The campaign appeared across social media with the hashtag #IfEverybodyRan & was profiled in an article in The New York Times.

janssen

Agency: McCann Healthcare Sydney
Executive Creative Director: June Laffey
Art director: Thomas Dirnberger
Account Manager: Charlie Cooper
Programming & interaction: Wasabi
Client: Janssen

McCann Healthcare commissioned Electric Art to be involved in what may just be the ultimate project - the creation of a foosball interactive quiz! The agency came up with a clever concept to engage Gastroenterologists attending a conference. The idea was to encourage them to participate in a knowledge quiz against some of the diseases that they were trying to fight.

We teamed up with the clever people at Wasabi who realised the programming and interactive end of the project. The mighty Janssen team took on the IBD disease states in the entirely CGI created quiz. Based on mechanical tin toys of old and board games from the 50s and 60s, the whole experience took on a retro look and feel.

Electric Art created a graphically rich, quirky retro interactive environment that was real and engaging. EA's CGI artist Pete Commins lent his considerable skills to animating the project and creating retro characters. The feedback from the conference was that it was a spectacular success and the project went on to win a number of healthcare awards. Result!

toyota thermo

agency: Publicis Mojo Sydney
creative director: Micah Walker
art director: Dave Gibson
art buyer/producer: Alison Dunlop
photographer: Greg White
photography producer: M.A.P. Sydney

Working with UK based photographer Greg White, EA had to comp together the fire & ice testing facility to create print executions matching the TVC. The tunnel section around the car & the fire and ice blasters were set builds. These components plus hundreds of captures of flamethrower blasts (including a car being hit with the flamethrower) were all shot by Greg for reference & comping material. This process was repeated with a fire extinguisher for the ice blast / liquid nitrogen effect. Additional frosty ice texture was added to the car in post. The car was shot separately & lit to match the flaming smoky environment. Great source images led to a very striking final image.

EA was also commissioned to create an ipad ad based on the TVC. Users were encouraged to activate effects such as fire and ice & then interactively rub them away to reveal the hero car.

subaru - get a grip

agency: Disciple
creative director: Pete Buckley
art director: Peter Defries
account director: Vincent Pled
car & background image: Supplied by agency

We are really thrilled to be involved in more & more type projects these days. We were supplied the car & the background image & were briefed to create the headline in CGI. This was a fun one from the start as we had the opportunity to produce assets for various media including print, a website animation, assets for web banners & an iPad interactive ad for The Sydney Morning Herald. Our CGI department created a complex, particle-physics based system to generate gazillions of hundreds & thousands or sprinkles & make them behave in a realistic way.

ge ecoimagination centre

agency:  Imagination Sydney
creative strategy director asia pacific:  Chris Dobson
ecd:  Al Petrie
senior copywriter:  Ryan Sequeira
digital cd:  David Clarke
digital art director:  Dhani Sutanto
technical lead:  Slawomir Jasinski
lead creative developer:  Pete Shand
creative developer:  Tom Byrne
creative developer:  Clinton Davis
senior agency producer:  Jo Yates
senior digital producer:  Jon Rout
digital producer:  Joko Wang

Imagination Sydney approached us to help articulate their design vision on this unusual & challenging brief. The agency wanted to create a physical 3D city as a centrepiece for a huge installation in Masdar City, Abu Dhabi. The purpose of the 3D city was to depict GE's proposition for an energy-efficient design & planning future for the Middle East.

The scope of the project was enormous – hundreds of buildings had to be designed in CGI, then physically machined or hand built out of perspex to cover the 5m x 3m installation. Mosques, railway stations, coal plants, wind farms, residential & a modern middle eastern CBD all had to be intricately 3D modelled in such a way that they could be machined by computer within the Chinese based model making facility. High resolution screens were installed beneath the solid perspex city to project complex graphics to describe various scenarios & stories. EA also produced a range of highly detailed animations for the facility to further support the physical city.

EA's talented Pete Commins did an amazing job articulating the design so that it appeared intricate & beautiful when viewed up close as well as iconic from a distant. This was a great exercise in design simplification, so that the user could determine from a distance the purpose of a specific building or city area. The exhibition is now a base for training & innovation for businesses and students across the Middle East.  

You can learn more about the creation & installation of the GE Ecomagination Centre here.

toyota kluger

agency: Saatchi & Saatchi Sydney
creatives: Simon Cox & Nils Eberhardt
art buyer: Skye Houghton

Using the Toyota supplied car exterior as a base, Electric Art worked on generating the car interior & glass family using CGI, then combined all the elements using traditional retouching techniques. When working with any translucent material in CGI, the lighting & materials are often tricky, and require a fine attention to detail to achieve a realistic result.

Great care was taken to produce just the right balance of reflection & refraction in the glass material, achieving a great looking, realistic result. EA also handled the creation of various assets for the accompanying online campaign as well.