11.11 Single’s Day
November 11, referred to as Single’s Day in China, is the biggest shopping holiday in the world. LVLY participated in bringing to life huge campaign for Maybelline and their agency Gotham to celebrate Single’s Day. I Creative Directed an extensive team of designers, matte painters, compositors and cg artists make this campaign a huge success. Numerous short form & long form spots, teasers, print ad’s and product social videos were part of this large creative task.
teaser
longform
Particle tests on raw plates. Extensive exploration was done on the design and movement of the particle trail. It is an essential part of the story, guiding our girl up her fire escape on a magical journey.
storyboards
Creating global product flexibility.
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Background
Backgrounds were rendered clean with and without product reflection/shadows.
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Products
Each product was rendered as its own element and combined as layers in photoshop post Nuke composite. This allowed for future removal or alteration of individual products as needed.
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Labels
Each label was rendered separately. Shadows/reflections of labels were also separated. This allowed teams in different world regions to easily tweak or completely change the labels.
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Custom Mattes
Custom mattes were provided to simplify future shade changes of the products.
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PSD Delivery
CG Compositing was done in Nuke to perfect the look. Separate elements were rendered and carefully reassembled in Photoshop, thoughtfully organized.
