Mars, For you who did that thing
Mars, For you who did that thing
We created the front facade of the world famous Mars Bar in CGI for Thinkerbell’s new campaign. Sculpting nougat in CGI is harder than in real life - but we think the results make it worthwhile. The delicious caramel is all a matter of lighting, and chocolate is best made broken to look realistic.
Client: Mars Wrigley
Agency: Thinkerbell
Producer: Clarke Kelly
Idacio ‘Geode’
Idacio ‘Geode’
“Sure. No worries! Yeah, we can create a photo-real multifaceted crystalline organic structure and have complete and utter control over every part of it!” *Gulp!
Well we did, and it’s beautiful and complex and lights up like a treasure. Those who work in CGI would know how hard or damn near impossible this is. Our client was impressed with the results.
For the fine folk at Abelson Taylor in Chicago and IDACIO.
ZIP Tap CGI
ZIP Tap CGI
We worked with Joy Agency to produce photoreal CGI stills and animations of several ranges of their taps. Our work showcased the beautiful forms, functionality, and features, such as the removable nozzle in the Celsius tap.
Client: ZIP Tap
Agency: Joy Agency
Hershey’s
Hershey’s
When you take fresh frozen fruit, coat it in Reese’s and Hershey’s chocolate and peanut butter and mix it up with Electric Arts’ unique blend of photogrammetry, photography, sculpting, amazing shader work and lighting you’ve got CGI taste appeal that jumps off the shelves. A fun project with our good friends Golden West Foods in the USA. Smiles and satisfied taste buds all round.
Telstra, ‘Hello Christmas’
Telstra, ‘Hello Christmas’
Electric Art's expertise in photographic retouching shines in Telstra's 'Hello Christmas' campaign, where we blended Dasher the lost reindeer into suburban Australia, complete. with Telstra payphone. It was beautifully captured by photographer Toby Burrows, CGI animals by Alt in The Monkeys final Telstra campaign.
Agency: The Monkeys
Photographer: Toby Burrows
CGI: Alt
Creative Director: Connor Beaver
Joy Agency Identity
Joy Agency Identity
Joy Agency Identity
Always nice to have the opportunity to play around with some type. Electric Art masterfully crafted the new visual identity for Joy, seamlessly blending CGI and Retouching to convey the agency's multifaceted strengths in creative, media, integrated, and brand departments. The revitalized identity shows that every marketing idea and emotion has an underlying architecture, affirming Joy’s expertise in designing and building great campaigns.
Client: Joy Agency
Head of Production: Oscar Birken
Creative Director: Libby Young
Art Director: Kate O'Donnell
American Family Insurance
American Family Insurance
American Family Insurance
It was a pleasure to work with Chris Sisarich for the American Family Insurance’s brand refresh campaign, seamlessly combining CGI and retouching expertise to deliver an impactful project based around the AFI logo
Agency: Elite Media
Production Company: Loupe Agency
Photographer: Chris Sisarich
Elephant in a China Shop
The animation
Elephant in a China Shop
Electric Art once famously put a giraffe up a tree… so creating an elephant in a china shop seemed very up our alley! Created entirely in CGI , the concept communicates this specific drug is both powerful on the disease state but very gentle on the patient. An epic effort from every department at EA plus a lovely collaborative creative process with the agency resulted in a beautifully crafted campaign.
Agency: DDB Health New York
SVP, Creative Director: Bill Dunkle
VP, Associate Creative Director: Rad Dedic
VP, Associate Creative Director Copy : Nikita Golitsyn
Account Group Supervisor: Lauren Alexander
VP, Account Supervisor: Catherine Siegrist
Group Project Supervisor: Alec Davidson
Associate Director of Production: Olga Zeltser
Sound Design: Pete Kneser
Celebration Heart
Stadium without the heart
Opening Ceremony Animation
CGI Build
Celebration Heart
Agency: Syneos Health Communications
SVP Group Creative Director: Ted Mendelson
VP Creative Director: Tarra Austin
VP Creative Director: Sean Welsh
VP Account Director: Kim McLaughlin
Group Art Director: Sasha Babarina
Art Supervisor: Patrick Fulmer
Senior Project Manager: Brittany Bethea
Senior Content Producer: Nikki Di Franco
Photographer: Chris Budgeon @ Photoplay Photography
NAB Equipment Finance
NAB Equipment Finance
Six Black Pens approached EA with an urgent brief to create a stills and motion asset of a CGI tractor harvesting the NAB logo into an expansive realistic crop field. The campaign was created to suit various formats and targets NAB agricultural customers to raise awareness of the NAB Equipment Finance product.
Agency: Six Black Pens
Head of Creative: Joe Maycock
Design Group Head: Daniel Farrugia
Snr Account Director: Cat Melville
Snr Account Manager: Claire Underhill
Primo TVC End Frame
Primo TVC End Frame
This was a fun little CGI logo brief for Primo.
Always nice to have the opportunity to play around with some type.
Agency: Generator United
Agency Producer: Darren Bailey
Zadina Dates TVC
Zadina Dates TVC
EA were commissioned to create a TVC for Zadina dates showcasing the premium and sophisticated product and its positioning as a perfect gift for connoisseurs from the heart of Arabic culture. Created entirely in CGI, yet still 100% photo real with incredible taste appeal cues, EA created a vast range of CGI dates, plus palms, ribbons and gift boxes for the 30” TVC.
Dates are tricky things to light at the best of times, so showcasing ones with complex fillings was quite a task. They are generally very dark (and so swallow a lot of light) but also quite reflective and shiny as well. A lot of the fillings were either solid or quite translucent, but we had to balance the translucency of the dates so that they looked delicious. Quite a balancing act!
HDRI Light Studio was essential here, as it was a matter of achieving the idea that the dates were in a consistent space and lit consistently as they fell, were filled, then arranged and boxed. The lighting used real light sources in some cases for highlights and soft boxes that were highly crafted in their gradations. Each scene was tediously tweaked to get the correct balance of front, fill, back, rim and sidelight to achieve the optimal balance. Lights were split into passes so the compositor could tweak and shift intensities as needed.
The team at Code8 were a delight to work with, and both agency and client were thrilled with the end result. Incredible work from the whole team, huge credit to the CGI guys who absolutely nailed this complex project.
Agency: Code8
Managing Partner: Carlos El Khoury
Creative Director: ZorZi El Hoyek
Snr Account Manager: Sami Safadi
Primo Stackers Socials
Primo Stackers Socials
Fun times creating these little back to school social assets for Primo Stackers.
Agency: Generator United
Agency Producer: Darren Bailey
Arnott’s Shapes Fully Loaded
Our exploding shape adds to the flavour explosion proposition.
Grey Render
Arnott’s Shapes Fully Loaded
The new Arnott's Shapes range is just so moreish, we've demolished every sample biscuit left at Electric Art! The brief was for a taste-driven flavour explosion and as always, we’ve created a tasty morsel that looks real but is better than real. Of course we were able to control the amount of flavour on the biscuit but there was also a lot of work put in to making the base biscuit toasted, crispy ’n real. Little crumbs fly out as it shatters, the crispy lightness comes from the faithfully reproduced air bubbles. The beautifully crafted explosion of flavour adds to the all important taste cues and the flavour explosion proposition.
Agency: Saatchi & Saatchi via Prodigious
Creative Group Head: Michael Barnfield
Art Directors: Alexandra Shiel & Patricia Casten
Copywriter: Jessie Staszkiewicz
Production: Sophie Elliot
Bull In A China Shop
Electric Art once famously put a giraffe up a tree… so creating a bull in a china shop seemed very up our alley!
An epic effort from every department at EA plus a lovely collaborative creative process with the agency resulted in a beautifully crafted final animation.
Testimonial: “Tremendous THANK YOU for your incredible hard work on these two campaigns.
The artwork speaks for itself to the outstanding level of craft, talent and heart poured into it.
We couldn’t ask for better (or more patient) partners to bring these ideas to life. Looking forward to our next collaboration!”
Olga Zeltser - Assoc Director of Production - Link 9
CGI Build
Bull in a China Shop
We're thrilled to share this work for DDB Health NY, it's definitely a dream brief and one of our favorite campaigns. How does one communicate that a new drug is both powerful, offering the efficacy that the patient's disease demands, yet is gentle on the patient at the same time? A bull in a china shop!! We jumped at the chance to bring this visual metaphor to life.
Creating, sculpting, texturing and animated CGI animals is considered “next level difficult” in the CGI world. Creating photo-real china shops to go with them is no easy task either, but in the end, these custom built animals and shops were a labour of love for the Electric Art CGI, Retouching, and Compositing departments!
An epic effort from all plus a lovely collaborative creative process with the agency resulted in a beautifully crafted final animation.
Agency: DDB Health New York
SVP, Creative Director: Bill Dunkle
VP, Associate Creative Director: Rad Dedic
VP, Associate Creative Director Copy : Nikita Golitsyn
Account Group Supervisor: Lauren Alexander
VP, Account Supervisor: Catherine Siegrist
Group Project Supervisor: Alec Davidson
Associate Director of Production: Olga Zeltser
Sound Design: Pete Kneser
Mars Honeycomb & Salted Caramel
Mars Honeycomb & Salted Caramel
EA created this mouth watering hive for the launch of the delicious new Honeycomb & Salted Caramel Mars bar. It’s all CGI with taste appeal off the charts
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Service Director: Chris Kent
Account Director: Angel McGregor
ubank - That’s How You Money
ubank - That’s How You Money
“That’s how you money” was such a fun project and a lovely collaborative process.
Toby Burrows asked EA to partner with him to create these graphic CGI environments and headlines in the ubank brand colours. We comped in Toby’s delightfully sassy portraits into these cool little worlds. Love the end result, so fresh and fun.
Agency: whiteGREY
ECD: Chad Mackenzie
CD: Ronojoy Ghosh
Agency Executive Producer: Sean Ascroft
Photographer: Toby Burrows @ The Kitchen
Snickers Bounty & Twix Ice Cream
Snickers Bounty & Twix Ice Cream
So happy to see our range of CGI Mars Ice cream assets finally roll out across Europe, just in time for their sweltering summer!
It's next level tricky to create realistic CGI ice cream but even harder to get it to look so yummy and light realistically in very high resolution. All the materials have to texturise, light and behave like the real life ones but a lot better. Reality, beauty and taste appeal have to coexist harmoniously.
Another awesome design by the guys over at Creaytive and brilliant team effort by our CGI artists, retouching and production.
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Service Director: Chris Kent
Tiger Trade
Character Design Phase
Tiger Trade
Akcelo approached EA with this cute brief to design & create CGI characters & set ups for the Tiger Trade App’s relaunch in NZ. The power and strength of the tiger complimented by the clever resourceful, little Kiwi bird reflect the key features of the App.
Agency: Akcelo
Creatives: Paul Critchley & Oskar Westerdal
Agency Producers: Brogan Sulzberger
XXXX Rebrand
That’s a XXXX load of refreshing detail right there!
BTS Build
XXXX Rebrand
Rebranding one of the great Australian brands like XXXX is no mean feat. Thinkerbell came up with a great solution that retained the iconic brands’ visual legacy, but gave it a modern twist. It also added more refreshment appeal and versatility to the famous brand mark. They came to us for the challenge of making all this a reality for both print and motion applications going forward.
The task was split into two parts, firstly the brandmark that would work in still and motion pieces, and secondly a heroic, tasty schooner of the crisp XXXX lager in animated and still forms. In typical Electric Art fashion we opted for the best methods to have control over aspects like spritzing, spritz runs down the glass and logo and controlling the delightful rising and spillover of foam in the glass. The brief was to create a heroic schooner that didn’t follow the typical “hero glass lighting” of everyone else. Imagery that XXXX could own as a brand, retained all the aforementioned refreshment and taste enhancements, and gave more than a passing nod to some of the retro beer imagery it was founded on.
Photoreal CGI beer, animated spritz and foam are not for the faint hearted but a challenge we were more than happy to take on. In the end we employed mostly photography for the still image and then replicated that in the animated versions. In the end, a lovely result that everyone was thrilled with hit the screens and billboards. Cheers!
Agency: Thinkerbell
Head Creative Tinker: Nic Buckingham
Lead Producer Tinker: Nick Livingston
DOP: Felipe Neves
Beer Whisperer/Props/Art Department: Andy Cantrell
Stills Shoot: Ryan Harvey