In the latest out-of-home campaign for Coors Light, to be rolled out this week in the US market, Electric Art has blended 3D and retouching to bring a mountain range to life.
Electric Art creative director Bruce Bigelow said the creative team at Draftfcb Chicago approached the studio with a technical challenge -- to create a mountain range in 3D.
It had to look "so beautiful that 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", says Bigelow.
The most technically challenging part of the project was that the range needed to have the ability to be shot from a variety of different angles.
The team began by sketching hero shapes in pencil for approval, then sculpting in high detail in 3D. The scene was lit and snow materials were 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," he says.
"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."
Client: MillerCoors USA
Bruce Bigelow – Creative Director
Tania Jaroudy & Yvonne Moxham – Producers
Rhys White, Damian Kozma & Rachael Dunk – 3D Artists
Innes Robins – Senior Retoucher
Draftfcb Chicago Julio Desir – SVP, Creative Director
Howie Ronay – SVP, Creative Director
Rich Romero – Senior Art Director
Lisa Bellis – Art Buyer
Ami Walters – Print Producer
Ben Feeney – Account Director