Creative agency R/GA asked Cream Electric Art to create animations featuring flying ingredient flavor cues for a new line of healthy of snack chips prior to their Global launch. The ask allowed CEA to apply the photogrammetry technique that they’ve been developing, where actual ingredients are photographed, then brought into 3D programming and re-lit, textured and animated along with the CGI packaging and frame mnemonic device. While the final pieces are photo-real, they are 100% digital, something that would have been cost prohibitive, if not impossible, through conventional means. Here is a compilation of the US products:
Wunderman Thompson - Melbourne asked Cream Electric Art for something that couldn’t be done in reality: capture a flying filet of tuna with spice ingredients in a controllable way, and make them converge into a tin can of the product, and make it all look photo-real. CEA created the foreground elements, the product tins and the ingredients in CG, used liquid simulations for the oil, shot the background and composited all for a TV spot, digital OOH, print and social campaign for John West. Credits: Integrated Producer: Katherine Muir | Sr. TV Producer: Zalee Saydam | Sr. Art Director: Simon Fleming | CD of Contect: Brie Stewart.
United Airlines rolled out a new campaign via announcing the new Dreamliner service from Australia to the US via a “Dreamers Welcome” hook and video and print content featuring surreal dreamscapes of tourist highlights from America. Cream Electric Art handled all of the compositing & retouching.
MAL \ FOR GOOD & TBWA/Chiat/Day LA needed photo real print imagery and cinemagraphs to support a global advertising effort for new client, Esri, a software company using mapping and data analytics to help companies/organizations across a huge spectrum of usage types to “See What Others Can’t” - better forecasting, more efficient management, quicker solutions to issues as they arise. The agency considered shooting photography on location around the world to capture the variety of environments and subject matter needed to illustrate the breadth of applications of Esri’s products, but that proved cost prohibitive. Cream Electric Art’s demonstrated ability to create the epic imagery they were looking for using a combination of CGI, primary photography and stock made them a natural choice for the undertaking, and they didn’t disappoint. Associate CD: Kristina Krkljus & Tyler Kirsch - MAL \ FOR GOOD | AD: Mark Share & Jason Collins - TBWA/Chiat/Day LA | Executive Producer: Dena Moore - TBWA/Chiat/Day LA | Art & Print Producer: Whitney Knecht - TBWA/Chiat/Day LA | Sr. Art Producer: Elisabeth Fried - TBWA/Chiat/Day LA | Production Coordinator: Jesse Glenn - TBWA/Chiat/Day LA | Photographic Elements: Stephen Stewart & Damon Wilder
Capturing hi-speed video of moving food ingredients is a costly and time consuming challenge. Controlling and art directing it is even harder, if not impossible. Cream Electric Art is pioneering a solution: Photogrammetry. Simply, photogrammetry involves shooting 360° still images of each ingredient (if it can’t be created as a photo-real element in CG), then importing them into a 3d app, and manipulating them from there. Lighting, speed of movement and the physics of interaction between elements are all controllable, so CEA is able to customize the look and movement entirely, with beautiful, photo-real effect.
Co-work space company, Dexus asked Cream Electric Art to work with photographer Romello Pereira to create visual metaphors illustrating the moments of creative energy, epiphany and collaboration inherent in their spaces. CEA used a combination of Pereira’s photography with CGI to get the desired effects, then animated the stills. Both the stills and animations are below.
Sydney agency Creaytive asked Cream Electric Art to create and animate an M&Ms character for their new Honeycomb flavored candy, which was pure fun to work on. Here are the build and the final version.
CEA recently teamed up with long-time collaborator and talented photographer Ian Butterworth to handle the retouching on this nice campaign for Toyota via Saatchi & Saatchi US.
BMF Australia commissioned CEA to create three still images of Sydney Metro trains in different environments. Using CGI magic, CEA did just that, and for the hell of it, created a video showing a track-perspective view of Metro trains going about their business.
Cream Electric Art created a stylized world to tell the story of global mining company Rio Tinto’s vision for the future, taking reference from a 2D illustration and re-visualizing it in 3D. This meant creating a multi-scale, fully animated world showing the process of the modern mine, from pit to port, incorporating transitions into real video and back again.