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N I N T E E N
I G N Y T E
Exposi ng Vi sual Creati vi ty
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Exposi ng Vi sual Creati vi ty
I recently ficked through your latest issue – it looks great!
Satah Slee
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ceiga.co.uk
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Edi tor ’s Letter
If you’ve been a frequent visitor to the Ceiga website you probably would have noticed a few subtle
changes. First of all the addition of two new sections; ‘Editor’s picks’ and ‘Articles’, the option to sign up
to a weekly newsletter containing everything that was posted in the blog, and an increase of articles
to the blog in general. This is all in response to a survey I put out a few months ago primarily to fnd
out what type of people visit the site but it also included a question for improvements to the site which
a few people responded to. So if you have an idea for improving the site/magazine or have seen
something elsewhere you think we should have please don’t hesitate to send an email to info@ceiga.
co.uk. Now to talk about this issue of Ceiga.
As a child I’m sure we’ve often imagined ourselves in diferent worlds, more whimsical and magical
ones. No doubt this is due to the fairy tales we read in books, cartoons we watched on Saturday
mornings, or the Disney classics we saw on repeat with excitement. Even now as an adult that
childhood imagination comes back sometimes, triggered by something I’ve seen in a flm or read in
a book and this fooded back to me as I saw the Baileys Cofee Creamer for the frst time (and the
second, and the third).
The advert shows a woman walking through a gloriously golden factory where Bailyes is created
with workers on all sorts of contraptions for pouring the cream mixing the caramel and funneling
the chunks of chocolate. With the presence of a goddess she tastes each ingredient, smiles and the
workers and is fnally presented with the fnished product at the end, ‘The One’ which is conveniently
the title of the ad. It’s all very ‘Charlie and the chocolate factory‘ and it’s fantastically brought to life
by the team at Ignyte.
Prior to that advert I had never heard of the German based production studio, after exploring their
website and seeing all their other great pieces of work, I thought it would be a crime not to create an
issue of Ceiga on their work. Hope you enjoy it.
Richard Bray
E D I T O R
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GNYTE are an artist-driven vfx, design and animation studio based in
the heart of Munich. They specialise in visual efects and animation
productions for commercials, feature flm, game cinematics and media
design. A high-end kitchen would probably be the equivalent of how
they work on their projects, blending art and technology, ingenuity
and magic to deliver visual delights even on challenging schedules. From entrée to
dessert, only the best ingredients combined to ignyte your senses.
Their core team is a band of elite digital artists, passionate about what they do.
By applying a tailored approach to every project they guarantee a smooth post-
production workfow throughout the entire production process, from concept design
and set supervision, through to fnal delivery. They constantly reinvent themselves to
bring your creative imaginations to life, regardless of scale and complexity.
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I G N Y T E . D E
Baileys are well known for their undeniably delicious creamy liquors, but cofee
creamers?! Yes they do them too, and they are as creamy and as indulgent as
their alcoholic counterparts.
Despite the tight turnaround we were thrilled to be involved in this production.
The spot starts of with huge cg doors opening up with a complete cg marble
hall in the background. The individual mechanisms were meticulously crafted
and animated – the cinnamon snail baking the biscotti, the almond grinder,
the cinnamon belt, the chocolate mill, and the vault. And of course a spot like
this wouldn’t be complete without the liquid simulations – the cream fowing
columns dotted throughout almost every shot and last but not least our cream
curtain.
See for yourself how it all came together. A dreamy production process of
something so irresistibly good they have to be kept in a safe.
https://vimeo.com/97334395
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Agency: BRAND CONTENT Director: MATTHIAS ZENTNER,VELVET
Client: VELVET, MUNICH (velvet.de)
BAILEYS “THE ONE”
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ETI “HOTEL”
https://vimeo.com/53328178
What could be more indulging than being wrapped in a fowing stream of
lucious creamy chocolate goodness?! This commercial for turkish client Eti is
indeed one of indulgence, and not just for the chocolate addicts. This spot
is jam-packed with 3D fuid simulation of liquid chocolate pulsing through
3D-lidar-scan rebuilt hotel corridors.
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ETI “HOTEL”
Agency: SAATCHI & SAATCHI, ISTANBUL Director: MATTHIAS ZENTNER,VELVET
Client: VELVET MEDIENDESIGN (velvet.de)
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I’m sure after seeing all the brilliant images in the previous pages you’re convinced that Ignyte are a top notch
production studio, but just in case you’re not convinced – I’ve got an interview with the founder of the studio
Leif Petersen who talks about how he got into the industry, his favourite project and the country in the wold
he would most like to visit.
1) Could you tell me a little about Ignyte, what you guys do and
how you started?
IGNYTE is an artist-driven vfx, design and animation studio based in the
heart of Munich. We specialise in visual efects and animation productions
for commercials, feature flm, game cinematics and media design. A high-
end kitchen would probably be the equivalent of how we work on our
projects, blending art and technology, ingenuity and magic to deliver
visual delights even on challenging schedules. From entrée to dessert,
only the best ingredients combined to ignyte your senses.
Our core team is a band of elite digital artists, passionate about what
they do. By applying a tailored approach to every project we guarantee
a smooth post-production workfow throughout the entire production
process, from concept design and set supervision, through to fnal delivery.
We constantly reinvent ourselves to bring your creative imaginations
to life, regardless of scale and complexity. The studio is owned and
managed by Leif Petersen an accomplished VFX artist who has 15 years
experience in the industry. It all started with a single machine in Leif´s
home ofce which was quickly outgrown. Luckily we quickly found some
great clients that trusted us that we can accomplish outstanding quality
in our projects. Since then the company is steadily growing to face more
and bigger creative adventures.
2) What is your role at Ignyte and could you tell me some of your
day to day tasks?
As we are a boutique studio my role at the moment is very diverse. It
ranges from producing, marketing, recruitment, it-administration, onset
supervision, directing, pipeline programming to all kinds of vfx and actual
production tasks. I always enjoyed learning new things and working in
very diferent areas.
3) What programmes do you use at Ignyte and how many people
currently work there?
Our core team is a band of elite international artists, handpicked
individuals who are passionate about what they do. We believe in small
and very efective highly-skilled generalist teams. Basically people that
love what they do. At the moment we are averaging 6 people here but
the whole infrastructure is specifcally build so we can easily have more
software and hardware, and can quickly accommodate more artists at
short notice. Our pipeline is build to handle much bigger projects than we
are currently working on. At the same time we are constantly evolving our
toolset to fnd the right solution tailored to each job. We are using of the
shelf tools like Maya, Nuke etc. and extend them to our needs.
GIVING WORK A
MORE REALISTIC AND
EMOTIONAL TOUCH
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4) How did you develop an interest in creative production work?
I came from traditional video editing, back in the days with actual tape
machines, and I also have a background in music. I was always curious
and wanted to learn more. I think computer graphics are a great way
to learn a lot of things about our world. Especially in advertising where
you fnd more generalist artists and you are not bound to a completely
rigid pipeline. Every job is a little diferent and you get to look at many
diferent things our world is made up of. Be it cg-animals or how liquids
behave in diferent scales. I also always enjoy the melting pot of creativity
and technology.
5) What is your favourite project you’ve ever worked on and why?
There is a quite a few project that I really enjoyed working on for diferent
reasons. A few years ago we worked on a commercial for “DU” a big
telephone provider in the middle east. This commercial was shot over
a week in and around Dubai at mostly 47 degrees heat in the desert. It
was a very full-on shoot with a crazy schedule and I really enjoyed the
adventurous nature of the shoot.
We accomplished many efects with actual stop-motion and timelapse
efects on camera. Mostly our job is based around sitting in front of a
screen making pretty pictures, very disconnected from the real world.
I think it´s extremely important to get outside to touch, feel, hear and see
real things yourself. This connection refects into your project, giving it a
more realistic and emotional touch. But also full-cg projects like “Level”,
a toilet paper commercial we recently fnished can be a very rewarding
process.
Everybody on the team enjoyed working creatively without boundaries,
making a very artful flm that heightens paper to an art form. I think art
is a container to preserve and express emotion and getting to do this as
your job can be very rewarding.
6) What is the most important thing you’ve learn’t since you began
your 3D art journey?
There is always more to learn. Don´t stop learning and learn to evolve.
3D Animation is heavily infuenced by technology and this technology is
changing ever faster. At the same time art skills, great ideas and creativity
will always be the reason why people will be emotionally touched by
images. It got much easier and faster to create compelling images and
there is a huge army of skilled people out there now to work in this
industry. It´s a living art form and if you want to succeed you need to
evolve with it or better be a step ahead.
7) Are you allowed to talk/hint about any exciting you’ve been
working on and plan to release in the future?
We recently worked on a very cool commercial that has huge exploding
water balloons. You can watch this commercial soon on our website
Personally I have a little 9 month render job going on as a coproduction
with my wife and we are very excited about this.
8) And fnally if you could visit any country in the world where
would you go and why?
In general I love travelling around Asia but specifcally I would love to go
to the Philippines. My wife was born in Manila and I still haven´t made it
there.
Thanks Leif for taking the time to answer these questions. If you would
like see what Lief and Ignyte are up to you can follow them on Twitter
(ignyte_leif), Facebook (Ignyte) and Vimeo (ignytefx).
“This commercial was shot over
a week in and around Dubai
at mostly 47 degrees heat in
the desert. It was a very full-on
shoot with a crazy schedule and
I really enjoyed the adventurous
nature of the shoot.”
In this paper art inspired full-CGI spot we pay homage to one of life’s simple
pleasures.
It’s Papeles San Francisco/ Level’s luxurious and unbelievably soft toilet paper
line. Artistic and beautifully mesmorising, you will never see toilet paper the
same way again. Surrender and let yourself be cocooned in its velvety white
creamy layers. It’ll certainly bring you to another Level!
https://vimeo.com/87654662
LEVEL “SCULPTURES”
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LEVEL “SCULPTURES”
Agency: VTC Director: MATTHIAS ZENTNER,VELVET
Client: VELVET, MUNICH (velvet.de)
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Bursting with vfx and amazing 3D work, this spot is all about liquid elegance.
Elegant black meets stylish silver – that is the look of this ad campaign.
Introducing the new generation smart phone from LG. Illustrated here in
this particular spot is the vividness of LG’s amazing Optimus 3D max display,
demonstrated by a woman emerging from the screen, engaging us through
pulsing fuid dance movements.
https://vimeo.com/53329535
LG “OPTIMUS 3D MAX“
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LG “OPTIMUS 3D MAX“
Agency: HS AD, SEOUL Director: MATTHIAS ZENTNER,VELVET
Client: VELVET MEDIENDESIGN (velvet.de)
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Join in the party in this playful spot for the major greek telecommunications
company, Wind. As night falls and the shop lights go out, mobile phone app
characters emerge from their slumber and come alive in a frenzy. Be entertained
as they react with one another, each with their own stories unfolding. This
project involved extensive 3D work as all characters were intricately designed
and animated, and was successfully executed in a very short timeframe. The
shoot took place at the Wind main store in Athens, which was redesigned and
completely rebuilt in CGI. The success of this campaign led to further projects
across diferent media, and we will certainly be seeing more of these characters
for a long time to come.
https://vimeo.com/53329539
WIND “ONE NIGHT”
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WIND “ONE NIGHT”
Director: MATTHIAS ZENTNER,VELVET
Client: VELVET MEDIENDESIGN (velvet.de)
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https://vimeo.com/97402071
MATTONI “WATER ANIMALS”
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MATTONI “WATER ANIMALS”
Director: MATTHIAS ZENTNER,VELVET
Client: VELVET MEDIENDESIGN (velvet.de)
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The process of capsule cofee-making is not just about the cofee itself. It’s
about the experience, those precious moments we tend to take for granted as
the delicate grains morph into that perfect creamy espresso.
A powerful and captivating 45 sec spot that perfectly blends the digital and
analog worlds of real high-speed photography and amazing cg elements.
https://vimeo.com/87654661
ILLY “IPERESPRESSO”
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ILLY “IPERESPRESSO”
Director: MATTHIAS ZENTNER,VELVET
Client: VELVET MEDIENDESIGN (velvet.de)
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C E I G A . C O. U K