WHOODEN/STUDIOS and Essie embarked on an ambitious project, fusing creativity and technology to captivate Gen Z gamers for the release of their limited edition quick-dry nail polish. This innovative campaign was a collaboration with globally renowned gamers Tiffyquake, Kryoz, Ninjayla, and xChocoBars, and featured custom-built AR filters that reflect their individual personas.
I had the exciting opportunity to contribute to this creative endeavor by helping with the production of four promotional videos. The brief was not without its challenges, calling for extensive visual effects, including the intricate task of compositing a CG nail polish bottle into live footage. The imagery would also involve nail polish dramatically spilling over the gamers' keyboards and desks.
The complexity of the task was further compounded by the constraints of the COVID lockdowns. Without the ability to be on set as a visual effects supervisor, I needed to devise a simplified workflow. This would enable the talent themselves to gather the necessary assets, guided remotely to ensure the VFX worked seamlessly.
I began process by crafting 3D versions of the nail polish bottles and developing storyboards.
I began process by crafting 3D versions of the nail polish bottles and developing storyboards.
R&D work followed, focusing on the creation of an art-directed liquid simulation.
Next, 3D scanning the talents' gaming setups was required, along with capturing an HDR image of the set lighting. Fortunately, the current generation of iPhones, equipped with user-friendly 3D scanning, motion tracking capabilities, and HDR image capture, came to the rescue. These tools allowed for the essential data to be captured by the talent remotely, under my guidance, overcoming the physical barriers imposed by the lockdowns.
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With the 3D scans, HDR light capture, and liquid simulation all in place, I was equipped to create the animations and seamlessly composite them onto the live-action footage. The final product was a testament to creativity and adaptability, melding cutting-edge technology with artistic flair to create a campaign that resonated with its target audience.
