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Electric Art June 12, 2015

Sony Alpha Series | Havas Sydney
This image for Sony Alpha was one of the most technically & visually challenging campaigns we have worked on for some time. The campaign aims to shatter the myth that DSLR style cameras are the only way to achieve high-end photographs & highlights that mirrorless is the way of the future. EA had to capture in sharp, uncompromising detail, using only CGI, the split second shatter of a large mirror in the desert. We searched worldwide for the right HDR environment dome to create the perfect lighting conditions, background & reflections for the spectacular moment of impact. We used a system of CGI simulations to create numerous shatters & finally settled on one that was close to the TVC campaign. The camera itself was created in CGI in great detail & retouching finessed & graded the visual to add to it’s overall reality & beauty.

ECD: Tim Green | Art Director: Seamus Higgins | Creative Services Director: Warrick Nicholson | HDR Dome: Maground

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© Electric Art Digital Creations Pty Ltd 2018

Electric Art

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

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