Brief: Leading Australian Telco Optus were rolling out their 4G network to Australia, a first at the time. My role was to lead the digital production of the creative idea 'Brace Yourself,' where people's faces were literally to be 'blown-away' by the new speed of to-be-provided 4G network.
Challenge: I was in charge of the pre to post production of the digital assets for this campaign. Logistics, such as only allowed up to 8hrs on a model's face with a leaf blower, were just one of the random hurdles required with this project. With this, a main challenge was how to translate this idea and its digital/video assets into all the required digital collateral in the proposed media plan.
Result: We decided to take an Agile approach to the execution (rare for the client and the agency at the time, as both were used to the Waterfall approach.) The client enabled us with a set up-front budget approval to test and create a prototype first for the digital collateral so we could ensure we'd be able to ensure our suggested asset would work for what we had in mind, as in, have a user click on multiple sections of the face and the model's face blow in different directions depending on which part of the face the mouse was on. This proved to be very successful as not only did it give us more time to refine the prototype but it did enable us to avoid a waste in time and budget should the prototype idea not work.
I was in charge of the pre to post production of this rich media work. For this execution, we created quadrants using a combination of Cinema 4D and AS3. We shot the model in 6 different directions in a studio using a range of leaf blowers and then utilised those assets by creating 6 different angles of the face that go in 6 different directions, all controlled by the mouse.
I was in charge of pre to post production of these campaign's digital display videos. The shoot involved hiring three talents and testing a range of leaf blowers on their faces while recording the effects. Digital displays used AE, Cinema 4D and Maya to create the final product, as seen here in the Sydney International Airport.