talking about simulations and creation of Luxury Swiss brand Rado
Each stylish CG animation is designed to showcase various elements of the new watch line. Hyperchrome Match Point reveals the watch raising from a bed of nails, True Diamonds sees the watch emerge from a blanket of feathers, and Hyperchrome Ceramic Touch Dual Timer demonstrates the watch’s multiple time zone functionality via an airport-esque flipboard.
Award-winning production studio delivers crafted digital content across film, print and interactive platforms
How did your team come up with the concept for RADO watches?
Our brief was to bring the existing RADO print campaign to life with CGI animation, so matching the look and feel of the original photographic work was the major consideration throughout this project. In each animation, the background is tailored to showcase the bespoke materials and functionalities unique to each model.
In the advertisements, you used dynamic simulations to bring a concept to life. What examples did you use when forming your ideas?
It was important to follow the physical attributes of the materials already used in the photographic campaign. Collecting a wide supporting range of photographic references was really useful in recreating the right look and tone. Getting the materiality of the feathers just right in the True Diamonds animation was definitely a challenge. We had to understand that feathers are not just white, they have a subtle variety of tones and if you make them too dark they start to look heavy.
What software did you use and what kind of artistic advantages did it give you when creating the simulations?
Can you tell us about a challenge you faced while creating the simulations and how your team overcame it?
We used 3ds Max, V-Ray, NUKE and After Effects on this project. The majority of simulation work was completed in 3ds Max, and we used a combined approach of simulation and hand-animation in each animation to refine the movements of the floating feathers in True Diamonds and the nail rolling from the surface of the Hyperchrome watch. This involved tweaking the simulation by adding a keyframe over the top to animate individual elements.
The brief itself was a great challenge; translating a photographic print campaign into a successful 3D animation within a fairly quick time frame presented some exciting creative demands. While the simulation of the different materials presented their own individual challenges, the correct visualisation of the dual time zones for the Hyperchrome Ceramic Touch Dual Timer definitely got the studio talking.
RADO True Diamonds
It is common for Directors and designers visions not to match. Did this happen on the RADO project and did those differences influence the final shot?
We had to turn this project around in a fairly tight timeframe so it was important that we established a single artistic vision for the animations very early on. From there, we worked hard as a team to deliver three high-quality animations on time.
What is VFX for you and your team?
The ability to bring a print campaign to life with innovative and creative CGI animations is really exciting, and as a team, we feel proud of the transformation that our animations brought to the RADO campaign.