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Feeling the beat with HTC
December 2011
1/3
HTC’s next generation of smart phones has officially launched with a brand new campaign rolled out by UK agency Mother for the new Sensation XL. Created in CGI by Happy Finish this innovative 360º campaign features both print and animated adverts.
For Mother, one of the added benefits of creating the phone in CGI was that the same assets could easily be re-used to create the short animation for digital display. “For many clients, it is really important to have assets that can be used across a variety of media formats, including digital. In the case of the HTC Sensation campaign, the client was looking to advertise on digital panels as well as in print. As the main print advert was created in CGI these assets could be easily re-used to create the accompanying animation,” explains account manager, Matt Wilson.
Simon Allan, CGI artist on this project started by taking Mothers concept of visualising sound waves and experimented with building a concrete floor that was moved by the beat of the bass from the phone.
“The agency direction provided to us was to create a concrete solid state floor, that was then effectively rippling with the power of the subwoofer inside the phone,” says Simon.
He goes on to explain further “To realistically produce this effect I started with creating the ripples by distorting a plane made up of 3 million individual polygons. The high number was necessary to achieve the smoothness of the ripple. I then experimented with several different combinations of waveform before selecting a sine wave with an added peak and trough. The combination created a nice smooth wave with a sort of lip at the top of the wave that caught the light and added definition and made the wave easier to read at a distance.”
This floor and the model of the HTC phone, also created in 3D Studio Max by Simon, were then integrated by retoucher, Stefano Cherubini and given a colour treatment to create the final look and feel.
Take a look at the final print advert above and animation here and let us what you think of the created beat!
For Mother, one of the added benefits of creating the phone in CGI was that the same assets could easily be re-used to create the short animation for digital display. “For many clients, it is really important to have assets that can be used across a variety of media formats, including digital. In the case of the HTC Sensation campaign, the client was looking to advertise on digital panels as well as in print. As the main print advert was created in CGI these assets could be easily re-used to create the accompanying animation,” explains account manager, Matt Wilson.
Simon Allan, CGI artist on this project started by taking Mothers concept of visualising sound waves and experimented with building a concrete floor that was moved by the beat of the bass from the phone.
“The agency direction provided to us was to create a concrete solid state floor, that was then effectively rippling with the power of the subwoofer inside the phone,” says Simon.
He goes on to explain further “To realistically produce this effect I started with creating the ripples by distorting a plane made up of 3 million individual polygons. The high number was necessary to achieve the smoothness of the ripple. I then experimented with several different combinations of waveform before selecting a sine wave with an added peak and trough. The combination created a nice smooth wave with a sort of lip at the top of the wave that caught the light and added definition and made the wave easier to read at a distance.”
This floor and the model of the HTC phone, also created in 3D Studio Max by Simon, were then integrated by retoucher, Stefano Cherubini and given a colour treatment to create the final look and feel.
Take a look at the final print advert above and animation here and let us what you think of the created beat!
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