In this campaign, the Maxmat characters transition from a physical store into fully 3D environments. I co-directed the project and led the technical execution as CG Supervisor and Lead Generalist, managing the pipeline from the live-action shoot through final compositing.
Creating a 3D previs beforehand allowed me to establish the project’s visual and technical foundation from day one. I used it to map out camera moves and solve technical issues prior to shooting. This eliminated on-set guesswork regarding camera work and set design, reducing time spent on technical decisions so I could focus entirely on directing Nuno Markl‘s performance and ensuring clean integration with the subsequent CG phases.
Working directly with the art and lighting teams, a cinematic look for the physical store was built that respected the brand’s identity and signature red tones, while lookin stylish.
As CG Supervisor and Lead Generalist, I expanded the brand’s animated universe by developing new 3D environments, including a factory space, paint area, and electrical section.
Using Cinema 4D and Redshift, my hands-on work included inital layouts, trackings, camera work, look development, assembling all environments, some bits of animation and technical stuff, lighting and rendering, and handled the final compositing to merge the digital elements with the live-action plates.
