Qantas was unveiling a new corporate identity and had just purchased a fleet of new Airbus 380's, so M&C Saatchi Art Director Graham Johnson came up with the idea of a foldout poster with the 1/4 folded image being the original Qantas AVRO with the shadow of the Airbus underneath with the copy line "We always did have big plans for the future". Unfolding the poster reveals the full image. We created the 3d planes from scratch and bed the 3d models into the already selected background. Models were sourced and modified, and each plane was totally retextured panel by panel, and environments were recreated so as to match the photographic backplate. A version of the ground was created in 3d, allowing the plane shadow to be accurate, but controllable as well. The second plane is the 747 and this was created entirely in 3D. Background shot of Uluru was stock.
qantas a380 & 747
agency: M&C Saatch Sydney art director: Graham Johnson agency producer: Di Williams
Qantas was unveiling a new corporate identity & had just purchased a fleet of new Airbus 380's. For the agency brief, EA created the CGI planes & bed them into the selected backgrounds. Models were sourced & modified, each plane was totally retextured panel by panel & environments were recreated so as to match the photographic backplate. A version of the ground was created in CGI, allowing the plane shadow to be accurate, but controllable as well. We also created the CGI 747 & embedded it into the stock shot of Uluru.
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