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Initially tasked with the look development of the football, my responsibilities grew to encompass creating the fire, as well as the overall composite.

The fire was simulated in Houdini and rendered in Redshift. The Football was shaded and rendered in Maya/Redshift.

Imaginary Forces

creative director: ronnie koff
senior art director: rob slychuk
editorial lead: keith roberts
editorial assist: jay gartland
2d design & animation: jessica buck
3d animation: nate homan, robin roepstorff, martin ferdkin, brandon lester
senior producer: ryan burcham production coordinator: matt alavi
production manager: jake fritz
executive producer: renée robson

The contours of a surface, the materiality of an object - these are all defined by the way light flows across a surface and how light sources are reflected and refracted. My objective was, ultimately, to define and visualize the best way to describe the shape and materiality of the iPhone.

I was tasked with finding a new way of defining motion trails for this iPad Air spot.  We wanted total control of the look and feel, and using actual motion blur was too constraining.  After a variety of approaches, I landed on a technique of using geometry driven by motion curves.  The setup was pretty lightweight, and allowed for us to adjust animation on the fly.  The hardest part was how simple, yet interesting, the animation paths needed to be.  

A story of Light and Shadow, these projects were all about defining the new color pallet and accentuating the range of colors that can found within each product.

Clearly defining the top edge from the back side with cleanly placed highlights, while letting the color flow along the back to demonstrate the depth of the aluminum material, these projects required very thoughtful light rigs.