Hershey's Kisses
Everyone Can Use a Little Kiss
Everyone Can Use a Little Kiss
When Hershey's approached us to recreate their iconic packaging kiss lockup, it was intimidating to say the least. The existing art was an amalgam of photography and illustration which is fine except that the resolution for that is limited to it's initial application. Again, fine as long as that's the only thing you intend to do with the image. But, when you need that same art to function as a poster, or a billboard... in the old days it was what it was. But in the contemporary world of toolsets that include 298 GB of raam (yes, there are workstations with that much ram) client's want 300 dpi billboards even though they will only render at 72 lpi. So, one recreates the existing art. How big are the foil wrinkles? How many? Swirl left or right? What is the shape of the foil wrapper before it's folded? (Square). The questions were endless. We started by modeling and texturing a naked kiss in Modo and used that as a base to sculpt the wrinkles in Zbrush. We created a number of wrinkle brushes in Zbrush that allowed for the addition of micro-detail that really sold the idea of foil.
In the end? It was too good. It didn't match the original packaging art close enough. It had too much fidelity and detail. Dumbing the design down resulted in, literally, exactly the art that already existed. Nonetheless, it was an excellent exercise in technique and in that age-old story of the AD who didn't like the design and asked to have it rotated 90º, 4 times.
