Friday, April 9, 2010

Coors Light: Mountains

Electric Art’s Creative Director, Bruce Bigelow, said the creative team at Draftfcb Chicago approached them with a real technical challenge - to create a mountain range in 3D “that was so beautiful it felt like one of those days on the slopes that's crisp and cold, and the powder is 6' deep, but you could ski in a T-shirt". The most technically challenging part was that the range needed to have the ability to be "shot" from a variety of different angles. We started by sketching "hero" shapes in pencil for approval, then sculpting in high detail in 3D. The scene was painstakingly lit and snow materials made, then rendered at extreme hi-res. An enormous amount of detail, atmosphere and sky was then added in retouching to the already detailed 3d canvas using some techniques that were developed on the job. It was a brave decision by Coors and Draftfcb to try an unproved method and they were rewarded with great images that were well above the benchmark.”

Advertising Agency: Draftfcb Chicago, USA
SVP, Creative Director: Julio Desir
SVP, Creative Director: Howie Ronay
Senior Art Director: Rich Romero
Art Buyer: Lisa Bellis
Print Producer: Ami Walters
Account Director: Ben Feeney

Production: Electric Art
Creative Director: Bruce Bigelow
Producers: Tania Jaroudy, Yvonne Moxham
3D Artists: Rhys White, Damian Kozma, Rachael Dunk
Senior Retoucher: Innes Robins

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