Role: Director of CG
Duties: 3d Department lead, Technical Art Direction, Project planning, Pipeline Setup, 3D Asset sourcing approval, and management. Scheduling and Task management.
Client-side Liason.
I had the privilege and opportunity to collaborate directly with the Morton Salt team and my peers at Nextnow Agency to develop two distinct experiences that introduced the Morton Salt brand into the homes of numerous Americans during the pandemic. Morton Salt selected Nextnow Agency to facilitate their debut into the AR market.
This initiative unfolded in two phases: initially, we created an interactive product showcase that featured the new packaging of their signature salts. The concluding experience aimed to inspire customers to reduce food waste by highlighting a charming array of common kitchen food items that often go unused.
Technical Art Direction, CG Supervision, and 3D Design :
In addition to supervising the real-time Web AR 3D development pipeline and overseeing the project's execution managed by my 3D department, my role at Nextnow Agency encompasses coordinating the efforts of all departments to ensure alignment on every project. This coordination includes collaboration with the Design and Development departments. Each department plays a crucial role in our development process, and my responsibility is to assist in troubleshooting and resolving any issues that may arise. The ultimate objective is to realize the Creative Director's initial vision for our clients, turning that vision into a tangible reality.
The images you see below were design by out Art directors and creative directors and it my job to help see these images stay congurent on both the motion and design side of the production as well as resenating the same in AR.
Technical Art Direction, CG Supervision, and 3D Design:
The following are some production snapshots from the different experiences and examples of technical art direction I gave during the two projects. The main goal of both apps was to wow the user by creating fun and playful animation sequences that keep the user engaged enough to complete the experience.
The goal internally was to push animation to the next level and raise the bar on what is expected when you experience our Web Ar app Running on your mobile device. The goal of both apps was to wow the user by creating fun and playful animation
One example is the creation of our app's intro. We wanted a certain playful Mograph aesthetic to the design. The creative director wanted a synchronized swimming sequence using Morton Salts' new lineup of salt bottles while incorporating the iconic umbrella.
Often times I will provide a sketch or a drawing or in this case a 3d mockup of the sequence in a mini storyboard style to show the artist or in This case remote designer how the sequence should flow . It’s my job to keep the original signed off idea Intact as it makes it through the production process.
Providing detailed feedback to artist and designers was key in keeping the vision the creative Director set in the design process. Helping the 3d artist or our
Experiential designer achieve it and bring the vision to life is what I like the most about my job.
