2023

Genesis

Role

Art Direction & Design

Client

Innocean

Team

We Are Royale

Meet the Sedans & Electrify Amerca

Advertising

VFX

Design

Animation

Overview

Our friends at Innocean gave us the opportunity help elevate their newest regional campaigns for their luxury car brand, Genesis - taking the idea of 2d pixel sorting which we used in previous campaigns and bringing it into a integrated 3D style. Creative Director: Loren Judah Art Director: Brandon Lee Smith VFX Supervisor: Matt Guzzardo Producer: Nicole Gutzmann Lead Editor: Ryan Frey CG Animation and Compositing: Joel Thomas, Blaise Hossain

Meet the Sedans // 01

G70 & G80

Electrify America // 2

GV70 & GV80

Project Breakdown // 03

Pixel Stretching

This project involved quite a bit of RnD at the beginning to figure out how to achieve a 3d pixel stretching effect. We experimented with Xparticles and mograph techniques to blend the color of the plate - allowing color info to stretch thus mimicking a 2d pixel sorting effect. We further start to introduce copper elements - which plays into forward thinking upcoming campaigns.