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
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.
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
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
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
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
Chatime Retouching
EA Rigged and animated the Udder Delight character.
Chatime
This was a fun quirky little retouching job for popular bubble tea franchise Chatime via the guys over Special Group. “Satisfy your Strange” is a digital, outdoor and AR immersive campaign starring seven crazy cool characters created by artist Sam Lyon and a range of super unique Chatime beverages.
Electric Art comped the characters with their drinks, finessing the deliciousness and embedded the QR codes. We rigged and animated the Cowboy and Udder Delight so that Unbnd could work their AR magic. Very cool seeing these interactive posters around town and instore.
Agency: Special Group
CCOs: Julian Schreiber & Tom Martin
ECDs: Nils Eberhardt & Simon Gibson
Creatives: Jeff Seeff & Joel Grunstein
Creative Technologist: Laurent Marcus
Agency Executive Producer: Sonia Ebrington
Integrated Producer: Emily Willis
Character CGI Artist/Animator : Sam Lyon Jellygummies
AR Build: Unbnd
Retouching & Animation of Cowboy & Udder Delite: Electric Art
Electric Art
EA Promo
Process
Electric Art
“F*ck that looks like some kind of weird landscape” was the comment that turned “the little walnut that could” into a landscape and then back into a walnut again. Ultra real CGI food is part of our staple diet and when Simon Linge’s multicoloured walnut popped up it became the germ of an idea. Like some weird lichen-covered rock (perhaps from another planet) the fascinating ultra-macro-super-Hi-Rez world of realistic CGI food provided us inspiration to create this wistful windblown landscape and Play god yet again.
It’s really worth having a look at these assets separately, particularly the camera that rotates inside the shell of the walnut. Crazy detail.
Uber Eats Taiwan
Uber Eats Taiwan
Super fun retouching brief via The Special Group.
Uber Eats Taiwan paired fashion godmother Billie with stylish rising musical star ØZI for this OTT leopard print fashion extravaganza.
Global Agency: Special Group
Creative Partner Agency Taiwan: Whatever
Creative Director: Shiny Lee
Designer: Rachel Wu
Account Director: Shika Hsieh
Producer: Ting-Chi Wang
Photographer: Jamie MacGregor @ Temporary Truth Creative
Retouching: Electric Art
Calbee Melts
Calbee Melts
Another fun collaboration with the clever guys over at Creaytive for the launch of Calbee Melts potato chips.
EA were tasked with creating various flavours of CGI crunchy crinkle cut potato chips dripping with melted cheese. We partnered up with Stephen Stewart who shot the mouth watering food to layer in-between the stacked chips. We pre-vised the stacks prior to the shoot to work out the optimum composition and retouching worked their magic layering all the components and finessing the deliciousness.
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Services Director: Christine Kent
Food Photography: Stephen Stewart
Photography Production: Geraldine Quinn
Arnott’s Salted Caramel Tim Tam TVC
Arnott’s Salted Caramel Tim Tam TVC
We happily joined forces with the old team again, Arnotts, Prodigious & Saatchis to create another lovely Tim Tam spot. It’s an honour to be trusted as the creator of the first CGI version of the iconic Aussie bikkie and all its ingredients.
This one had the added challenge of starting with a beautiful ribbon of thick caramel followed by communicating the generous double choc coating on the biscuit. After much creative development we settled on a suspended river of chocolate followed by lovely whirlpool for the finished biscuit to emerge from. Once the creative direction was settled the hard work began of actually creating this realistic, beautiful biscuit and all its ingredients started. Every frame has to count. Six seconds is a very short time to tell the story of the “construction” of this treat.
We avoided trendy tricks like time ramping to be able to show more of the biscuit travelling, instead preferring to allow the viewer time to take in the beautiful ingredients and the purely abstract world of its construction.
Agency: Saatchi & Saatchi
CD: Michael Barnfield
Creative Team: Ben De Klerk and Robert Bamford
Production Company: Prodigious
Prodigious Post-Production Producer: Amritha Rajavelu
Mars Ice Cream
The clever design team at Creaytive commissioned us to create a range of CGI Mars ice cream assets for global marketing purposes.
These are the first designs to launch and we're so happy we can finally share some of the work from this campaign!
Ice Cream Scan
EA went on to animate this delicious asset. So good to see that swirl in action!
Mars Ice Cream
Another great design from the grand team at Creaytive! The guys commissioned us to create a range of CGI Mars ice cream assets for global marketing purposes.
We’ve developed a lot of fairly proprietary combinations of techniques over the years to be able to do this kind of work. 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.
An awesome team effort by our CGI artists, retouching and production... all with their own expert techniques, all part of the little village that made a choccy ice cream!
Agency: Creaytive. Melbourne
ECD: Chris Reay
Head of Design Realisation: Sam Holliss
Client Service Director: Chris Kent
Tamar Valley Yoghurt TVC
Tamar Valley TVC
Animatic
Tamar Valley Yoghurt TVC
Loved collaborating with Creaytive. Melbourne on our latest TVC project, created completely in CGI.
The Tamar Valley brand design illustration was brought to life with a flowing river and a creamy yoghurt liquid sim waterfall. The results are 100% photo-real with incredible taste appeal!
Client: Lactalis
Agency: Creaytive. Melbourne
ECD: Chris Reay
Creatives: Mark Andrews & Tim Holmes
Account Director: Angel McGregor
Finance & Operations: Viv Ringersma
Sound Design: Peter Kneser
Voice Over Talent: Jessica Tovey @ RMK Management
Voice Over Production: Dan Higson @ Smith & Western Sound
Coca-Cola - Kirks
Coca-Cola - Kirks
Bright, zingy stills and animated OOH campaign created for classic Australian soft drink, Kirks. The assets were created completely in CGI featuring cute little Aussie icons, colour co-ordinated CGI headlines, sculptured splashes and spritzed cans. Missing summer already!
Agency: JPD
Account Director: Sarah Greenwood
Brand Manager: Catalina Pachon @ Coca-Cola Amatil
Stills: Cream Electric Art
Animation: Electric Art
Lindt & Sprüngli
Lindt & Sprüngli
Delicious CGI goodness craeted for packaging for Lindt & Sprüngli Caramel Squares.
CGI Flying Food
CGI Flying Food
Our CGI team has worked so hard perfecting the process of creating 100% realistic CGI ingredients with mouth watering taste appeal. Check out this video depicting an array of delicious CGI morsels along with an FX breakdown. Make sure you watch till the very end. : - )
Mars Planet
Build on Mars Planet
Mars Cricket Ball
Mars Cricket Ball Detail
Mars Planet & Cricket Ball
Gorgeous CGI brief for Mars via the guys at Creaytive Melbourne. CGI chocky, caramel and nougat with detailed finessing in photoshop. Exploding with taste appeal!
Creaytive then went on to brief us on another project for Mars, sponsors of the Melbourne Renegades. Our mission was to create a photo real chocolate cricket ball encompassing all the ingredients of an actual Mars bar. Created completely in CGI with detailed finessing in photoshop, this one was all about capturing the taste appeal and energy.
Agency: Creaytive. Melbourne
ECD: Chris Reay
John West TVC
TVC
Behind The Scenes
John West TVC
CEA created the ingredients, cans & all the foreground elements in CGI & used liquid sims for the oil & lemon juice. Wunderman & John West embraced the idea of us creating a tuna steak & the other ingredients in CGI, which is no mean feat & were confident we would make it all look photo-real & delicious. This gave us complete control over the placement, lighting & look of each component. We shot the background, compositing all elements for TVC, digital OOH, print & social deliverables.
Agency: Wunderman Thompson Melbourne
Senior Art Director: Simon Fleming
Creative Director of Content: Brie Stewart
Copywriter: Mikey Curran
Integrated Producer: Katherine Muir
Senior TV Producer: Zaylee Saydam
Stills: Cream Electric Art
Animation: Electric Art