Kidney Highway
Kidney Highway
This was pretty much a dream job for our CGI team. Beautiful concept plus a lovely collaborative agency & client. We created the print first, then went on to develop the assets further into an animation. Our brief was to create a sense of mystery & intrigue, cheating perspective & keeping the overall animation very atmospheric & ethereal. Created completely in CGI, the road, concrete & metallic textures had to be realistic & aesthetically beautiful with strong back lighting to add drama. The CGI clouds needed to interact with the highway to give a sense of atmosphere, scale & space. EA supplied a CAD file of the print piece so it could be 3D printed to create an aluminium & fabric sculpture. This mega 3D kidney highway was used alongside the animation at a medical convention.
Agency: Link 9
Creative Director: Chris Mears
Senior Art Buyer: Mitch Tepper