This promo required a lot of creative thought and planning in order to keep track of the various transformations and assets needed for the System 7. I'm thankful to have had another opportunity to work with my friend at Three Post,  Brian Michael Fuller who composed another killer score and some new friends at Quigg Co. who crushed the motion graphics design. 

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Animating this with continuous camera movement and staging multiple system arrangements off-camera required a careful balance of construction. Though the animation was a challenge, the lighting, materials and rendering were much more of the time hog here. With variation in reflective surfaces (Plastic and metallic), sub-surface scattering on the bagging trays, transparent and tinted glass, and shifting emissive materials this required careful attention to detail and a lot of reference photo observation. In the end I'm pretty happy with the result and the optimizations that went into the rendering process to still achieve photorealism on a larger scale.

 

Check out the storyboards and Previsualisation below.