The-Artery created a spot for Skyworth’s latest version of its W81|W81 Pro Wallpaper OLED TV, which debuted last month at the “See the Wonder” event at CES 2020.
Created using The-Artery‘s newly opened Resolve-based color room and expanded design capabilities —spearheaded by colorist Stephen Picano and design director Lauren Indovina — the commercial features a couple swimming through space-like waters, children battling origami dragons while floating in a paper boat and a traveler treking through snowy tundras while glowing jellyfish float overhead. Publicis, Skyworth’s agency, wanted the ad to reflect “the wonder” of the company’s newest television model.
“The campaign, helmed by director Eli Sverdlov, was very director-led in a way that I’ve never seen before,” explains The-Artery’s EP/MD, Deborah Sullivan. “Of course, there was still ongoing dialogue with the client and agency, but the level of creative control that was entrusted is almost unheard of. Everything was open from start to finish, including the ideation phase, color grading and design — to name a few. Our team had a lot of fun jumping straight into the edit to develop and launch what we consider as a high-end conceptual throwback to the nineties.”
Sverdlov agrees: “Our flexible creative process was in a condensed schedule and required a very unique collaboration. We were practically creating the ideas and visuals while editing and sourcing footage.”
Due to the production’s long shooting schedule and tight deadlines, the visual effects were designed via Autodesk Flame in realtime, all under one roof, while filming took place in Serbia. Additional footage was carefully curated as well as color graded and cut to fit the tone and flow of the rest of the piece. The creature imagery such as the jellyfish was done via CG.
In addition to Flame and Resolve, The-Artery called on SideFX Houdini, Autodesk Maya, Maxon’s RedShift, Otoy’s Octane, Autodesk’s Arnold, Adobe After Effects and Maxon’s Cinema 4D.