PROJECT TITLE: NISSAN QASHQAI
AGENCY: TBWA, LONDON
PHOTOGRAPHY: GARRY SIMPSON
CREATIVE DIRECTION: TAYLOR JAMES
Whilst pitching for this ambitious project, our competitors take on it was to use traditional photography and retouch to create this extremely complex build. Commissioned by TWBA, London, they were initially worried that such a complex image could be built entirely out of CGI- but it could. Putting in place our REALWORLD rendering process allowed us to manage and put into action the most cost effective method, without sacrificing the quality or creativity, to best produce the images for the Nissan Toughness campaign. We took photographic elements and in some cases photography for the distant background shots, consulted by Garry Simpson, to build the Toughness and Family shots. Everything else, including the cars, streets, paving, scorpion digger and most of the buildings were built entirely by our CGI team and then retouched to add the level of photo-realism TJ is renowned for.