At my daytime job I do animations for online advertising campaigns – have you ever been molested by an animation that took over the whole (Austrian) website you were actually surfing? Like a train coming from the side, taking with it all letters, or flowers popping up all over the screen, covering all the content? Then the chances are high, that we have created this interruption 🙂

Sometimes, we also get to pitch ideas for a campaign. Like in the case below.

A big car manufacturing brand asked us to create some ideas for their next online campaign. The core of their briefing was, that it should be “high tech, cool, futuristic and should make usage of the colours already established in the printing campaign”.

Wait!

Futuristic?

FUTURISTIC!

So I pitched the decision makers in my company a high tech city flytrough (or drive trough) with virtual screens popping up and showing different specs and features of the car. The city was meant to look Tron-like: With neon lights, clean surfaces, and a lot of highlights and reflections within a dark environment.

The project managers agreed to go on with the project and I did a test rendering to pitch the idea to the client. Everything, from the initial sketch, to the 3D models, 3D lights, textures, colours, rendering, colour correction and fine tuning took about 4 hours. You do not get a lot of time to get things done when you work in advertising 😉

Below you can see some WIP pictures and a preview rendering.

Of course, I did not want to leave it that way, so I did a rendering to show the client what the lights would have looked like.

Unfortunatelly, the client had changed his mind while we were working on the concepts and was surprised why we had come up with sci-fi-ish ideas.

As one of the slogans we were fed with was something like “The technology of tomorrow – today”, I had also done a Terminator style time tunnel in which the car would appear in a contemporary city. Hey, I´m a kid of the 80ies! 🙂

I was really looking forward to animate the city (the time tunnel was animated already, as I was faster animating it immediately)… but, well, maybe next time 🙂