Molson Canada
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These five landscapes were created for Toronto based advertising agency ‘Zig Ideas’ to advertise Molson Canadian beer. The agency approached us for advice on how they could create these epic scenes and we explained how our unique ‘RealWorld renderingTM’ process could be just the answer. The elements were created almost entirely by our CGI department; every can, bottle, pint, water droplet, river, sea and sky was lovingly rendered out; only the hands were photographic and were added at the retouch stage.
With a product as familiar to the viewer as a pint of beer realism is imperative. We received samples of all the products (although not full unfortunately) so we could create every detail perfectly. Our experience of retouching to high levels of detail over the years gives us the prefect skills for understanding the rules of realism. Everything is positioned at the correct scale, all lighting is balanced and perspectives of elements are correct. At the retouch stage we placed in each hand individually and added specific shadows and highlights, and as you can see in the ‘Prairies’ image we created refractions of the hands behind the pints; all this really helped us to build a photo-realistic connection between the cgi and photographic elements.