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This dynamic ad is our latest collaboration with TBWA Italy, for client KME, the world’s largest manufacturer of semi-finished copper and copper alloy products. The images were for their global print and online campaign combining our expertise in CGI and retouching to produce five unique and dynamic photo-real images of conceptual copper sculptures set in a gallery space.
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From the initial concept development, this complete CGI campaign was creatively directed and produced in-house to deliver 5 uniquely themed multi-platform executions showing uses of copper. Creative leadership, R&D, attention to every detail and expert post-production were essential to create the desired photo-realistic finish. The team embraced their full artistic license on this project effectively balancing creative input with the technical demands of something challenging in such a short time-frame. The campaign illustrates the benefits and versatility of copper (and it’s alloys!), across five distinct themes: design, energy, comfort, idea and protection. The concept was led by the metallic element’s versatile properties and finish: it provides a plethora of practical applications and aesthetic solutions for the modern home.
The client wanted the five images to be as realistic as possible. Each house installation had within it very complicated and unique structures, which we sculpted from scratch, much like a fine artist would with clay, and effectively intertwine all of the objects in a way that is cohesive. Keeping the reflections of the copper as realistic as possible within a shiny ‘gallery’ environment can be very tricky. Working at this resolution, TJ had to look very carefully at the copper pipes, researching various copper surfaces from traditional copper colours to green; we also kept it realistic by adding detailing like fine scratches and thumb prints. Dropping something that you are used to seeing outdoor into an environment like a gallery, we had to use cues from real-life, applying reflections on the roof to act as reference from the blue sky that can be seen through the glass windows on the ceiling.
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The interesting challenge was designing the sculptures to fit within a landscape and portrait crop and dropping them into the gallery setting. We have very skilled artists at Taylor James, with a lot of experience in photo-realism having worked with a string of subject matters like liquids and metals. Working alongside our in-house retouch team, we were able to adjust the images to work for both crops to the same resolution. Our retouch department completed all the images working their magic to refine the raw 3D image by carefully balancing and refining tones, adding further texture, and lighting effects and generally polishing up a shine where appropriate.