Introduction

Effex Studio, a renowned name in the field of 3D CGI and VFX production, has consistently delivered visually stunning and conceptually innovative ad films. This case study highlights a full 3D CGI promotional ad created for Cornetto, a leading ice cream brand. The ad beautifully captures the joy and indulgence associated with Cornetto, using Effex Studio’s expertise in CGI to craft a visually appealing and emotionally engaging narrative. Distributed by Filmy Ads, the ad gained widespread recognition, airing across major TV channels and OTT platforms.

Client Requirements

Cornetto approached Effex Studio with the following requirements:

1. Full CGI Ad Film: A completely animated commercial that could showcase the brand’s essence creatively.
2. Highlighting Indulgence: The ad needed to emphasize the delightful experience of enjoying a Cornetto ice cream.
3. Visual Appeal: Eye-catching graphics to captivate viewers and evoke a sense of luxury and enjoyment.
4. Multi-Platform Compatibility: A production quality suitable for airing on TV and OTT platforms.

Step-by-Step Process

1. Concept Development and Pre-Production

• Brainstorming Ideas: The creative team at Effex Studio collaborated with Cornetto’s marketing team to explore ideas that encapsulated the brand’s youthful and indulgent vibe.
• Scriptwriting: A dynamic script was developed, focusing on the journey of a Cornetto cone through a vibrant, animated world filled with luscious chocolate swirls, crunchy wafer realms, and creamy vanilla rivers.
• Storyboarding: A detailed storyboard outlined each scene, ensuring a seamless flow and alignment with the narrative.
• Mood Board Creation: A color palette featuring shades of brown, cream, and gold was designed to highlight the indulgent nature of the product.

2. 3D Modeling and Texturing

• Product Realism: A hyper-realistic 3D model of a Cornetto ice cream cone was created to be the centerpiece of the ad.
• Environment Design: A fantastical world was crafted to showcase the key ingredients of Cornetto, with immersive landscapes like chocolate waterfalls, crispy wafer bridges, and creamy hills.
• Texturing: Each element was meticulously textured to appear realistic, enhancing the visual appeal of the product and its surroundings.

3. Animation and Rigging

• Rigging: The Cornetto cone and other animated elements were rigged for dynamic movement, enabling fluid interactions within the environment.
• Keyframe Animation: The cone was animated to “journey” through the CGI world, interacting with elements like chocolate streams and crunchy wafers to depict the product’s premium ingredients.
• Scene Transitions: Smooth transitions were incorporated to maintain viewer engagement and showcase each ingredient distinctively.

4. Lighting and Rendering

• Lighting Setup: Lighting was designed to create a luxurious feel, with warm highlights emphasizing the textures of chocolate and cream.
• Rendering: High-quality rendering techniques ensured every frame was visually stunning, with attention to detail in reflections, shadows, and textures.

5. Post-Production

• Compositing: Multiple layers of CGI were combined to create a cohesive and visually appealing ad.
• Special Effects: Additional effects, such as glittering chocolate particles and glowing vanilla textures, enhanced the immersive quality of the visuals.
• Sound Design: A playful and engaging soundtrack, complemented by subtle sound effects like chocolate drizzles and wafer crunches, brought the ad to life.
• Editing: The final edit ensured a crisp narrative flow within the designated runtime, making it suitable for various broadcasting platforms.

6. Quality Assurance and Final Delivery

• Review and Refinements: The ad underwent rigorous quality checks, with client feedback incorporated at each stage to ensure alignment with the brand’s vision.
• Platform Optimization: The final ad was optimized for distribution across TV and OTT platforms, ensuring high-quality visuals regardless of the medium.

Benefits of Full CGI Production

1. Enhanced Creativity: The use of full CGI allowed Effex Studio to create an imaginative and immersive world that would be impossible to achieve with live-action shooting.
2. Cost Efficiency: By eliminating the need for physical sets and live actors, production costs were minimized without compromising on quality.
3. Brand Differentiation: The unique visual approach set Cornetto apart in the competitive ice cream market.
4. Multi-Use Assets: The CGI assets can be repurposed for future campaigns, offering long-term value to the client.

Conclusion

The full CGI ad film for Cornetto by Effex Studio successfully combined creativity and technical expertise to deliver a visually stunning commercial. The ad captured the essence of the Cornetto brand, emphasizing its indulgent nature and high-quality ingredients. Distributed by Filmy Ads, it reached a wide audience through major TV channels and OTT platforms, solidifying Cornetto’s position as a beloved ice cream brand.

For brands seeking impactful advertising solutions, Effex Studio’s capabilities in full CGI production offer endless possibilities to create unique and memorable content. Whether it’s for TV, OTT, or digital platforms, Effex Studio ensures every project meets the highest standards of creativity and quality, making their state-of-the-art production setup an asset for any advertising campaign.