Electric Art

14/04/2023

EA were commissioned to create a TVC for Zadina زادينا showcasing the premium and sophisticated product and its positioning as a perfect gift for connoisseurs from the heart of Arabic culture.

Created entirely in CGI, yet still 100% photo real with incredible taste appeal cues, EA created a vast range of CGI dates, plus palms, ribbons and gift boxes for the 30” TVC.

Dates are tricky things to light at the best of times, so showcasing ones with complex fillings was quite a task. They are generally very dark (and so swallow a lot of light) but also quite reflective and shiny as well. A lot of the fillings were either solid or quite translucent, but we had to balance the translucency of the dates so that they looked delicious. Quite a balancing act!

HDR Light Studio was essential here, as it was a matter of achieving the idea that the dates were in a consistent space and lit consistently as they fell, were filled, then arranged and boxed. The lighting used real light sources in some cases for highlights and soft boxes that were highly crafted in their gradations. Each scene was tediously tweaked to get the correct balance of front, fill, back, rim and sidelight to achieve the optimal balance. Lights were split into passes so the compositor could tweak and shift intensities as needed.

The team at Code8 were a delight to work with, and both agency and client were thrilled with the end result.
Incredible work from the whole team, huge credit to the CGI guys who absolutely nailed this complex project.

Agency: Code8
Managing Partner: Carlos El Khoury
Creative Director: ZorZi El Hoyek
Snr Account Manager: Sami Safadi

06/04/2023

EA are very happy to announce that we are now repped in The States by the awesome Andrea Stern at SternRep.

Super excited to join the talented SternRep roster and make some magic together! 😊

03/04/2023

It’s definitely been a two coffee kinda Monday!
☕️☕️
We loved this cool concept “Always Hunting” created to launch Hunt and Brew by the clever guys over at Sunday Gravy. Hunt and Brew source the best coffee beans from all over the world, much like all us of us really, just trying to hunt down the best coffee we can find. EA comped a menagerie of fauna and flora imagery to create these delightful scenes reminiscent of old school National Geographic mags. We lit and shot the product to suit the scenes, added them in and applied a cool vintage film grade.

31/03/2023

Some nine years ago we were looking for someone to represent us in the USA as our new rep. We trawled through the many options available and then someone recommended this guy. We hit it off immediately, sealed the deal and the rest was, as they say, history.

John Sharpe worked tirelessly for us working the phone and email and coming up with increasingly more and more creative ways of promoting us. One of the most respected people in his field, he was such a professional to work with and always worked with an effortless honesty, integrity and transparency not only with us but with our clients, too. A true mark of the trust and respect we had for each other was what we did not have a physical contract between us, it was an old school handshake across the waters that was never questioned in all our time together. He pushed us and we pushed him to do the best work of our careers. He always had our backs, always.

Personally, we became great friends over this time and I’ve lost count of how many laughs we had individually and as a group. I’ll miss him terribly as a work colleague as will everyone at Electric Art BUT we gladly give him up to the world because we know he’s going to spend the rest of his years on this rock helping the poor, the homeless and disadvantaged to have a better life, because that’s who he is at his core. Advertising’s loss, World’s gain.

“I can’t talk for long Bruce! I’m making a huge pot of soup and having 40 people around to raise money for the homeless here in LA” That’s a typical Saturday for Mr & Mrs John and Irene Sharpe. He says he’s retired, but that’s bu****it. He’s just moved onto his other job, helping the World. Miss ya Big Johnny. Love from Electric Art.
Sharpe + Associates WAM Block Party

17/03/2023

Another uber cool one from the team at Special Group with fun shots by Christopher Tovo.

Agency: Special Group Australia | Photographer: Christopher Tovo @ Chee Productions | Retouching: Electric Art

17/03/2023

Another uber cool one from the team at Special Group with fun shots by Christopher Tovo.
Uber Eats enlisted Kris and Kendall Jenner, Abbie Chatfield, Shannon Noll and The Poo to announce that Aussies can now get well, almost, almost anything on Uber Eats! 🥒🌼🍔🍆

Agency: Special Group Australia | Photographer: Christopher Tovo @ Chee Productions | Retouching: Electric Art

19/11/2022

Mars Ice Cream by Electric Art / Creaytive
Autodesk 3ds Max + V-Ray (Chaos) + HDR Light Studio
👇👇
See more here:
https://www.behance.net/electricart
👆👆

18/11/2022

Throwing it back to this John West TVC where we created the ingredients, cans & all the foreground elements in CGI & used liquid sims for the oil & lemon juice. The agency & client embraced the idea of us creating a tuna steak & the other ingredients in CGI and this gave us complete control over the placement, lighting & look of each component. 🌶️🍋🐟

Agency: Wunderman Thompson Melbourne | Senior Art Director: Simon Fleming | Creative Director of Content: Brie Stewart | Copywriter: Mikey Curran | Integrated Producer: Katherine Muir | Senior TV Producer: Zaylee Saydam

We created the ingredients, cans & all the foreground elements in CGI & used liquid sims for the oil & lemon juice. Wunderman & John West embraced…

11/11/2022

New Work | What a joy to work with The General Store on this gorgeous feel good Christmas TVC where we see the ink on paper literally coming to life. The messaging encourages shoppers to consider purchasing preloved gifts from Salvos Stores this Christmas, to help not just people in need but also the planet. Make the Preloved Promise, give second hand this Christmas!
❤️🎄🛍️♻️ Sound Up!

Agency: The General Store

What a joy to work with The General Store on this gorgeous feel good Christmas TVC where we see the ink on paper literally coming to life. The messaging encourages…

02/11/2022

02/11/2022

Having another play with some aerial imagery, inspired by our long time tag line “Play god”.

02/11/2022

We’ve animated our delicious Mars Ice Cream asset. So good to see that swirl in action!
It's next level tricky to create realistic CGI ice cream but even harder to get it to look so yummy and light realistically in very high resolution. All the materials have to texturise, light and behave just like the real life ones but better. Nice job Team Ice Cream.

We’ve animated our delicious Mars Ice Cream asset. So good to see that swirl in action! It's next level tricky to create realistic CGI ice cream but even…