Following our successful partnership for the launch of the ES6, global auto brand NIO returned to us once again. This time to develop and produce a series of striking CG stills, a 60-second 'reveal' animation and a 40-second promotional film to further define the brand's unique visual styling for the debut of their new ET7 prototype at the Auto Shanghai 2019 exhibition.
We worked closely with the Marketing team to defined the visual language for the brand imagery, designing and building a fully CG architectural space inspired by design cues from NIO's minimalist and sleek aesthetic, whilst applying photographic lighting techniques to craft a unique and carefully curated set of images and animations. Within a quick turnaround, the team used the heavily embargoed CAD data inside the newly designed CG space, collaborating closely with our client to ensure every detail, from the cameras to the lighting to the quality of the paint, was completely in line with their vision. We began by blocking out simple geometric shapes to illustrate how the light enters the scene; adding further detail to frame the car and make it the focal point.
The launch and exhibit received extremely positive reviews at the event and online. Bringing our CGI expertise freed the team at NIO from the logistical constraints of traditional photographic methods, which in this case was a total necessity as there was no access to the car. It also gave them the creative freedom to very quickly explore innovative new architectural spaces, lighting and compositions that echo the brand's values and establish NIO as a major force in electric cars.
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