Thu, 25 Jun 2015 15:22:35 GMT
Mackevision and The Minimart have teamed up with Pandora to launch a ground-breaking new campaign. In an innovative move for Pandora, the campaign is composed entirely of CGI assets.
As specialists in the luxury sector, Mackevision were responsible for the digital production of all assets for the Pandora Rose campaign. Originally tasked with creating a 10” digital TV piece for outdoor use, Mackevision worked closely with The Minimart, weaving their expert CGI knowledge to persuade Pandora to allow them recreate all their jewellery in CGI for the UK-wide campaign.
Caroline Holton, Executive Producer at Mackevision, comments: “It was incredibly important for all of the jewellery to look entirely photo-realistic. In the early stages, we produced various tests of the new Rose charms for Pandora’s input and approval. They were so impressed with the quality of the stills that they agreed for the entire project to be shot as CGI, which is a first for the brand.”
Tim Clyde, Founding Partner of The Minimart, adds: "We have been delighted with the high standard of execution that Mackevision have achieved for the new Rose collection launch. We look forward to partnering in the future with them again."
Explaining the construction of the digital assets, Arren Perfetti, Creative Director of Mackevision, says: “The jewellery was modelled from scratch using 3DS Max and ZBrush, a sculpting package which allowed us to add extremely fine details. Thankfully, we had physical samples of the jewellery and ribbon which made life easier in regards to matching the material qualities and subtle finishes.”
He adds: “All of the image content, along with the film, was rendered with VRay and composited in Nuke or retouched in Photoshop.”
An award-winning company, Mackevision develops and creates a huge range of digital content as well as technological solutions for generating images, high-end 3D visualizations, animations and VFX work primarily for the automotive, film and luxury and retail industries.
The UK-wide campaign – which will run from June 1st until the end of July – introduces the Danish jewellery giant’s new Rose Collection, which is available from June 15th.
The assets created by Mackevision will be launched across the UK, featuring in print, outdoor and instore media, including impressive outdoor spots at One Piccadilly and Oxford Circus Tube Station as well as coverage in the July edition of most mainstream ‘glossy’ magazines.