Zadina Dates TVC
Zadina Dates TVC
EA were commissioned to create a TVC for Zadina dates 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!
HDRI 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