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.
The following are some production snapshots from the various experiences and examples of technical art direction I provided 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.
Creative Technical Art Direction: With a dash of 3D Design
Our secondary mission is to elevate animation on our AR platform, transforming your experience with our Web AR app on your mobile device. With both apps, we aim to delight you with exciting and playful animations that inspire joy and wonder. We can’t wait for you to see the magic we’ve created!
One example is the creation of our app's intro. We sought a specific, playful Motion Graphics aesthetic for the design. The creative director wanted a synchronized swimming sequence using Morton Salts' new lineup of salt bottles while incorporating the iconic umbrella. I then worked with a motion artist freelancer, leading them on the design and tasking, while being the go-to director when it came to giving consistent feedback as the animation progressed from the initial concept all the way to handoff to me and my 3d team for implementation in the engine.
I love bringing ideas to life by creating sketches, drawings, or 3D mockups in a mini storyboard format! This approach allows me to effectively communicate the desired sequence to the artist or remote designer. I'm committed to ensuring that our original vision stays strong and clear throughout the entire production process. Together, we can make something truly special!tion 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.
