The guys over at focus booster Summacum approached me to help conceptualize, direct and produce their first major tv commercial in collaboration with Art Director/3D Animator Saladin Becker. The challenge: introducing Summacum as a new product to a wider audience while playing during esports entertainment slots. To achieve this we successfully created an intriguing brand world, emotionally charging up the product and leaving the viewer wanting to know more.
We had a lot of freedom going into the project, editing the animatic, designing the look and working that octane magic while focusing on dynamic movement and fluid shot transitions. It was so much fun designing and animating the glitch graphics, giving them direction and purpose.
Stills from the final commercial. Animated in Cinema 4D, rendered with Octane and composed in After Effects.