Electric Art began using the tagline, Play God, in 2006. It was, and still is, rather an emotive way of making itself look good.
What Electric Art actually does is make other creatives look good.
Here’s what it did for Scott Newett and BWM Melbourne for Leggo’s.
“We loved the clean sophisticated look of the brief, masterfully captured by Scott. The challenge was to create a balance of dynamism & taste appeal & we think we cracked it.”
Credits:
Associate creative director BWM: Tim Gill
Head of creative services BWM: Pat Vitetta
Photographer: Scott Newett @ Coco Productions
Photography production: Doone Colless
Here’s what it did for Andreas Smetana and Joy for Glassons
“The brief required various shots of wind swept models posing precariously on rowboats & buoys within a cinematic & epically dramatic ocean backdrop. Andreas braved the elements out on his boat to shoot many of the ocean captures & the buoy. These shots were supplemented with stock photography & comped with the studio shots of the models & boats. Fun to work on an iconic fashion brand & always great working on any creative brief with Steve Back at the helm.”
Credits:
Creative director Joy: Steve Back
Art director Joy: Josie Fox
Agency producer: Jeff Edwards
Photography: Andreas Smetana
Stills producer: Natalie Loveridge
Here’s what it did for Havas Sydney and Sony
“ The campaign aims to shatter the myth that DSLR style cameras are the only way to achieve high-end photographs & highlights that mirrorless is the way of the future. EA had to capture in sharp, uncompromising detail, using only CGI, the split second shatter of a large mirror in the desert. We searched worldwide for the right HDR environment dome to create the perfect lighting conditions, background & reflections for the spectacular moment of impact. We used a system of CGI simulations to create numerous shatters & finally settled on one that was close to the TVC campaign. The camera itself was created in CGI in great detail. Retouching finessed & graded the visual to add to its overall reality & beauty.”
Credits:
Executive creative director Havas Sydney: Tim Green
Art director Havas Sydney: Seamus Higgins
Creative services director Havas Sydney: Warrick Nicholson
HDR Dome: Maground
And for 2XU.
“EA worked with Stephen Stewart who captured our super sporty talent running in the studio to get some great realistic motion in the shirt. The dust was made in CGI using a particle system & combined in retouching with photographic material. The atmospheric background was created using a blend of EA image library material & stock.”
Credits:
Creative: Mike Napier
Photography of shirt: Stephen Stewart
