With no prototypes available to photograph, our task was firstly to hand-model each helicopter in Bell’s new range from scratch for use in a series of sales brochures. Working only from a detailed reference drawings, we collaborated closely with the product team to ensure that every last detail was absolutely spot on.
With the four crafts specifically designed for different purposes, we blended 3D objects with photography to create a unique environment to show off each in its element: Oil Rig is depicted weathering a rough sea storm; Law shows the chopper hovering to survey the nighttime streets; Corporate received a luxurious cityscape to tempt the city high-flyer; and EMS, the Mountain Rescue chopper, is put into action amidst inhospitable terrain. In each image, the tempest of the surroundings carefully bring the helicopter into clear relief; each is composed and balanced within the maelstrom.
Although each helicopter has its own purpose and environment, we wanted a consistent visual thread to unify the series – a unifying intense, epic colour palette and emphatic lighting. Bell were excited by the possibility of engaging their disparate audiences in a different way: moving away from the typical clean, “showroom” aesthetic and its purely technical sales rationale to appeal to the target market with the story and emotional drama of each craft’s mission.
The CG and retouching teams then worked their magic to bring each image to life, completing the series in good time for the agency to produce the brochures and begin marketing well in advance of the product launches.
CGI in the sky: fly through these other aeronautical projects: