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
Maccas Mr Monopoly
Mr Monopoly Dancing
Mr Monopoly Trapdoor
FX Build
Mr Monopoly Dancing
Epic team effort producing a range of OOH material and TVC end frames for Macca’s Mr Monopoly promotion. EA created a CGI set with plenty of old school game show razzle dazzle incorporating the agency supplied 2D prizes and charismatic Mr Monopoly footage captured by Mr Michael Corridore.
Agency: DDB Sydney
Agency Producers: Sam Harris, John Wood
Photographer & Director: Michael Corridore @ Photoplay Photo
Lindt & Sprüngli
Lindt & Sprüngli
Delicious CGI goodness craeted for packaging for Lindt & Sprüngli Caramel Squares.
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
Coprice
Coprice
Gorgeous campaign for nutritionally balanced stock feed, CopRice.
The feedbags and see saw were created in CGI and comped into the quintessential Aussie landscapes. We once put a giraffe up a tree, so a cow and a sheep on a see saw seemed do-able!
Agency: JWL Marketing & Communications
Account Director: Jim Lindsay
Creative Director: Peter Ryan
Photographer: Ted Blore
OAK Kill Hungry Thirsty Dead
VFX Build
OAK Kill Hungry Thirsty Dead
Seriously, who wouldn't want to snack on this about now! Cream Electric Art created this iconic choccy hamburger for OAK Milk using meticulously realistic sculpting, shading and lighting techniques to enhance the taste appeal. Following the success of that visual, we went on to create mouth watering CGI chocolate chips as well as a chocolate hot dog. Yum.
Agency: Creaytive. Melbourne
ECD: Chris Reay
CGI & Retouching: Cream Electric Art
Eclipse Mints
Eclipse Mints
This fun CGI campaign was created for the launch of Eclipse Mints new smaller, perfectly portable pack. The premise being that Eclipse mints are a handy everyday item that you'd be happy to have on you with your other essential items. We created stylised yet ultra real assets with a cool hard lighting vibe.
Agency: Creaytive Melbourne
ECD: Chris Reay
Frito-Lay - Off The Eaten Path
Compilation of the US Campaign
Hummus Crisps Animation
Chickpea Veggie Crisps Animation
Frito-Lay - Off The Eaten Path
EA were commissioned to create animations for six different snack food varieties for Frito-Lay's healthy offering, Off The Eaten Path, snacks for the curious. We used photogrammetry to create all the ingredients and products, also creating the CGI frames and packs for both animation and stills assets for the global launch. This was a massive project, requiring a laundry list of absolutely photo-real mouth watering renders, and the guys knocked it out of the park. We went on to create adaptations for the Canadian market, great to know that the campaign was so well received!
Agency: R/GA Austin
R/GA Associate Creative Director: Devin Brown
Creative Director: Kelli Hogsett
Senior Art Director: Miles Gilbert
Group Account Director: Megan Mills
Senior Content Producer: Laura Walters
Senior Producers: Danielle Feinman & Andrew Puzzuoli
Rainbow Slurpee
Rainbow Slurpee
Who doesn't love an ice cold spritzed summer Slurpee!
Creating CGI ice is tricky, creating CGI shaved ice is another story altogether.
Happy to say our team nailed this one.
Agency: Leo Burnett Melbourne
Creative Directors: Michelle Walsh & Daniel Pizzato
Art Director: Katarina Matic
Producer: Kaelene Morton
Leinenkugel’s
“EA went above and beyond in delivering our vision. They were collaborative and incredibly easy to work with even with a tight timeline.
Talent wise they are as good as there is. I look forward to continuing to work with them on future projects.”
Matt Miller Associate CD, Venables Bell & Partners
“We partnered with Electric Art to launch our “Welcome to the Leinie Side" campaign for Leinenkugel’s beer.
It was an ambitiously complex visual world mixing idyllic lake scenes, beer, and subtle “Easter egg” gags.
The execution would require a mixture of original photography, 3D rendering and meticulously (and affordably!) sourced stock photography.
Initially, MillerCoors had concerns about us partnering with a shop on the other side of the globe. Would work flow suffer?
Would quality of work suffer? Not a chance. Electric Art is at the pinnacle of the game.
They were collaborative, good spirited and insanely creative. They delivered on time, each time.
Electric Art rocks, and I can’t wait for the next opportunity for them to make my work better.”
Cris Logan Design Director, Venables Bell & Partners
Looping Cinemagraph
Photoshop Build
Leinenkugel’s
We were super excited to work on this extensive print & OOH campaign for Molsen Coors brand Leinenkugel’s via Venables Bell & Partners. The brief required a highly crafted & slightly pushed look, with an emphasis on taste & flavour appeal. We worked to tight timings over Christmas & New Year with an awesome & talented team. Stephen Stewart brought all his photographic skills to the project creating & shooting a stunning flowing lake with floating fruit & leaves in our EA studio. Stephen also shot the beautifully lit heroic spritzed beer & bottle shots. We sourced a huge range of background stock, utilised components from our EA Image Library & composited the elements together to create five hero images with various adapts. An amazing effort by all involved led to a very happy client. The CEO of MillersCoors said they were some of the best looking ads he’d ever seen. We loved them so much we created a looping cinemagraph!
Venables Bell & Partners came back to us to create a second round of deliverables. We collaborated again with Stephen Stewart who created another water set in studio & designed the lighting so that all the elements would come together seamlessly in retouching. He beautifully captured the spritzed & iced bottles, honeycomb & hops, plus the water surfaces including reflections & splashes. Metallic labels were printed in the US for the new products & sent over for us to spritz, ice & shoot here on set. The honeycomb itself was delicious, really sticky & rather complicated to shoot. Multiple options of both the hops & the honey were shot by Stephen on different angles to match the initial mockups & comped together. The hops were flown in from SA, fascinating to know what the hops in your beer actually looks like! The backgrounds, characters in the canoes & honey bee's were created using a mix of stock & EA Library imagery.
Agency: Venables Bell & Partners San Francisco
Associate Creative Director: Matt Miller
Design Director: Cris Logan
Art Director: Cody Pate
Agency Art Producer: Renee Hodges & Marissa Serritella
Photographer: Stephen Stewart
Models/FX: Mark Guffogg
Uncle Tobys
Uncle Tobys
Stills and motion campaign for Uncle Tobys. Mixture of CGI and photographic elements.
Agency: Ogilvy Sydney
Art Director: Andy Cooke
Copywriter: Andrew Hanke
Agency Production Manager: Hannah Day
Photography & Motion Capture: Stephen Stewart
Clorox Scentiva
Clorox Scentiva
EA’s brief was to create stock photography landscape/seascape backgrounds using the supplied label imagery as a base & then photoshop the pack back into the overall scenes, blending it all perfectly. We sourced all of the additional stock imagery required & provided the photoshop magic. The wipe on the actual ad is scratch-and-sniff scented! Cool project, great team.
Agency: DDB San Francisco
Creative Director: Samantha Brown
Art Director: Tufan Guzelogu
M&M’s Crispy Honeycomb
Hero Animation
BTS Build
M&M’s Crispy Honeycomb
We created the models, after careful study of character & confectionary references for the new M&M’s Crispy Honeycomb launch. Our animator rigged the character model & explored various styles of movement to suit him & his panicked predicament. We created simplified shapes to resemble an angry bee form. The whole team fell in love with this little guy, Yellow.
Agency: Creaytive.
ECD: Chris Reay
Sea-Doo - Be The Machine
Animation
Sea-Doo - Be The Machine
EA created the Sea-Doo & the rider entirely in CGI for the launch of the new RXT. The headline “Be The Machine” emphasises the ergonomic design of the new model that enables the rider to hug the vehicle resulting in a greater performance. EA designed the rider’s costume to compliment the Sea-Doo, perfecting every little surface texture whilst keeping the whole scene dramatic & atmospheric. Pretty much a dream brief for our CGI team.
Agency: Cramer-Krasselt Milwaukee
Group Creative Director: Ned Brown
Creative Director: Nick Marrazza
Art Director: Brian Steinseifer
Account Director: Darci Bandi
Director of Campaign Management: Shelley Gauthier
Senior Art Buyer: Karen Kirsch
Wrigley’s Extra Refreshers Gum
TVC End Frame
Wrigley’s Extra Refreshers Gum
We were thrilled to be commissioned to create the this splashy, minty CGI TVC end spot for Wrigley USA's new gum. Awesome to work with the team at BBDO Chicago. We created various versions to be utilised across multiple media. The team did a brilliant job capturing the minty fresh taste appeal required for this brief to be successful.
Agency: Energy BBDO Chicago
CD: Manuel Torres
Art Director: Elaine Kalvelage
Designer: Laura Nagle
Executive Art Producer: Liz Miller-Gershfeld
Stills CGI & Retouching: Cream Electric Art
Animation: Electric Art
Leggo's Providore
Leggo's Providore
It was a pleasure to work with Scott Newett on this beautiful, sculptural campaign for Leggo's. We loved the clean sophisticated look of the brief, masterfully captured by Scott. The challenge was to create a balance of dynamism & taste appeal & we think we cracked it!
Agency: BWM Melbourne
ACD: Tim Gill
Head of Creative Services: Pat Vitetta
Photographer: Scott Newett @ Coco Productions
Photography Production: Doone Colless