“If you want to make enemies, try to change something”

― Woodrow Wilson

A collaboration with Wove and the always talented Scot Mcpherson: the AGF Embracing change spot was originally developed in 2020 alongside the launch of the new AGF branding identity. A fully 3d spot employing quick cuts and a decent amount of visual trickery, the Spot can still be seen on broadcast several years after its creation. 

The Ice cap melting scene was a hand painted after effects animated displacement map combined with ocean geo wrapped around a sphere. Though way more complex to set up initially, the render times were dumb quick. Fun and relatively (wild stuff) 

Although generally pretty simple conceptually alot of texture map driven trickery was used in this project that was an entirely different approach than what I’d normally use. (all for funsies I suppose) The city shots were initially constructed from a mind bogglingly complex procedural city texture map with displacements to give the illusion of Geometry. Though later variations and a camera change required us to scrap this approach as it didn’t hold up when cameras got too close to the texture. From there I completely built the end city element on a half city hemisphere with custom and kitbash3d elements to get the final flythrough shot.

Variations on the end city element design. Probably the most complex part of all this. This component went through a fair amount of design revisions. 

Client - Camp Jefferson

Creative Direction - Scott Mcphersion

Art direction - Lee James Ormerod

3D animation - Lee James Ormerod

Agency - WOVE