GENESIS “MEET THE SEDAN” &
“ELECTRIFY AMERICA”
Agency: Innocean
Studio: We Are Royale
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
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.
PROJECT BREAKDOWN — 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.