Commissioned by agency Cummins Nitro, Australia’s XYZ Studios created this stunning new :30 spot for “Australian Grown” to introduce their new logo and kick off a national campaign.
As usual, XYZ Studios did an exceptional job. The camera’s soaring movement through a fully animated native Eucalyptus tree, filled with a multitude of meticulously placed and animated produce, is truly engaging. The whole spot brims with life, getting the message across in a clear and entertaining way.
Here’s a few words about the project from XYZ Director Tim Kentley:
“Growing from the simple idea of following a seed from germination through to maturity the concept literally sprouted and grew branches. The first challenge was creating an animated tree that was both natural and controllable. On top of this the tree needed to grow realistically! The solution called for propriety scripting, and a lot of technical work and lateral thinking from the 3D team: we were choreographing over 19,000 animated leaves!
Every aspect of this animation had to be in sync for the spot to work. The look of the tree and the produce, their animation, the camera move, the backgrounds, everything was inter dependant, as it had to work as a single shot. One shot is not the easiest way to tell a story, but it is a very rewarding one – it makes the evolution of the tree constantly engaging – a lot of people comment that the 30 seconds passes very quickly”
“Australian Grown” is on air in Australia at the moment, with CG imagery also output for a press campaign.
Title: Australian Grown
Client: Australian Made
Agency: Cummins Nitro
Agency Producer: Georgina Toole
Agency Creatives: James Proctor, Tian Murphy, Tom Jackson
Directorial Studio: XYZ Studios
Director: Tim Kentley
Producer: Amy Veerman
3D Lead: Clinton Downs
Lighting: Thai Bach
Modeller: Cedric Austria
Animators: Tim Kentley, Cedric Austria, Clinton Downs, Chris Burness, Chris Burns
Compositor: Daniel Stonehouse
Music: Mark Landon
Sound Design: Gusto