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SMIRNOFF: PURE

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Created: 06/21/11
Last Edited: 05/23/12
Views: 1689
Appreciations: 57
Comments: 1
Description
Weeks, days, hours, minutes all compressed down into this finite window to design a unique architectural environment from first pen on paper sketch to concept approval. The Smirnoff  Pure challenge featuring Iconic music producer, artist Pharrell Williams via Leo Burnetts Sydney was tight to say the least. Something simple yet original, grand yet not too in your face, cavernous but not a cathedral, industrial but not too bullish. Elegant, two weeks, Go!
Director Darryl Ward of Curious Films lead the charge with some refs from Artist Richard Serra's steel assembly projects and some spanish beauty from Santiago Calatrava. With a gnashing of teeth and a chattering of pens we hit the paper with gusto. Lines, angles, symmetry and distortion, babylonian shapes with frank Gehry weirdness; we threw it all out there and ended up with a Buttress that did it all. Cutting Edges Design and VFX teams defined a Pure space that won over Pharrells creative control of the project and formalised the Agencies conceptual development of the campaign they had been developing for months Stage 1 ...tick!



Darryl Ward pulled 3 days Pre production and a one day shoot in LA. From receiving rushes to first 60sec output was a turnaround of just 2 weeks ( or 3 ?). The ease and simplicity of the 'Pure' creative process within Pharrells mind comes to light in this stripped back place. A click of the fingers and it's modelled in Maya, lite with Houdini, roto'd in Nuke designed in After Effects, Water symed in RealFlo and comped in Flame. 
Knackered we stumble to the door feeling like nothing other than a long cool Gin.
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  • SMIRNOFF: PURE

    2011

    Legendary Music producer / artist Pharrell Williams clicks his fingers to install various musicians into a ‘Pure world’. A catherdral / industrial environment was designed. modelled,rendered in only a few weeks. A few days shooting in LA,Done. The heavest workload of many years. I designed thearchitecture and look of the spot. Pharrell did the rest.

    Agency: Leo Burnett Sydney

    Prod: Curious Films
    Dir: Darryl Ward
    Executive Producer: Peter Grasse
    Post Production: Cutting Edge
    Creative Director: Brent Grayburn
    Producer: Abby Buck
    Lead Compositor: Scott Geerson
    VFX Supervisor: Ron Roberts


  • INITIAL CONCEPT FRAMES

    These are the first concept boards for the above project. A sort of finite white with soft texturing and modernist architectural structures. I got these frames out in one night. tricky to bring a sense of shape and 'liquid' into a white environment because there is nothing to bounce off in the design. 
    Client loved these and they became the basis for the rest of the project.

    ya