"TRAFFIC LIGHTS" // 3D // CGI

A large ambitious project undertaken for a large Pharmaceutical brand, closely collaborating with renowned Photographer Andy Glass. The project entailed a huge amount of previzualisation before the shoot, to ensure camera angles and location were approved before hand. Extensive use of google maps to location scout, measure digitally the dimensions of the streets and build virtual sets from this data set gave us an amazing level of detail that we could move around in 3d space. We spent time trialing virtual camera lenses, positions, heights, corner locations and lighting for different time of day to get the right mood/feel for each shot. Once the previz was approved it meant we could move confidently into the real photographic shoot and get exactly what was expected for the digital traffic lights to sit straight into.

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Agency:FCB HEALTH
Photographer: Andy Glass
CGI: James Gardner-Pickett & Clive Biley
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A large ambitious project undertaken for a large Pharmaceutical brand, closely collaborating with renowned Photographer Andy Glass. The project entailed a huge amount of previzualisation before the shoot, to ensure camera angles and location were approved before hand.
Extensive use of google maps to location scout with Andy Glass, measure digitally the dimensions of the streets and build virtual sets from this data set gave us an amazing level of detail that we could move around in 3d space. We spent time  working closely with Andy Glass trialing virtual camera lenses, positions, heights, corner locations and lighting for different time of day to get the right mood/feel for each shot.
Once the previz was approved it meant we could move confidently into the real photographic shoot and get exactly what was expected for the digital traffic lights to sit straight into, and it was this close nit relationship between Photography and CGi that made it so successful a result.
 
Above: Fully Digital Assets such as this traffic light were modelled in supe rhigh res and shaded with tiny details to ensure it could withstand the extreme resolution the shots were to be output at.
LOCATION TWO: Shot on location in chicago this grand street was great because of the strong perspective lines running through it and leading the eye.
Fully digital traffic lights with shaders that show wear and tear to sell the realism. Hightlight and reflections catch light as they should.
Each traffic light went through a process of development that changed as the locales changed, to ensure they fitted within each shot and didnt feel foreign or out of place.
Above: Early concepts exploring arrangement
The project entailed a huge amount of previzualisation before the shoot, to ensure camera angles and location were approved before hand.
Extensive use of google maps to location scout, measure digitally the dimensions of the streets and build virtual sets from this data set gave us an amazing level of detail that we could move around in 3d space. We spent time trialing virtual camera lenses, positions, heights, corner locations and lighting for different time of day to get the right mood/feel for each shot.
Once the previz was approved it meant we could move confidently into the real photographic shoot and get exactly what was expected for the digital traffic lights to sit straight into.
FINAL IMAGES
Final Results
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