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smirnoff black ice

agency: Leo Burnett Sydney
creative director: Tim Green
art director: Mike Swinburne
agency producer: Jeremy de Villiers

Our challenge on this super cool (!) brief was to create a realistic, frosty, bottle-shaped "tunnel" of black ice shards. Initially we thought we'd require some photographic elements, however after some initial experimenting we knew CGI was the way forward.

In order for this project to be a success, we needed complete control of the direction of the ice shards, the complex icy material itself & the frosty texture on the actual ice. Some 30,000,000,000 polygons & an incredibly detailed set of renders later, retouching worked it's magic & finessed this into the glorious image you see here now.

This image went on to win a Communication Arts Award of Excellence in Illustration in 2013.