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JSW Steel Campaign Creative

3D Rendered Campaign Creative For JSW Steel

We created this 3D rendered image for a campaign of JSW steel- the largest steel conglomerate in India- and we worked under the creative direction of Ogilvy, Mumbai.

How we got started

We were approached by the awesome people at Ogilvy, Mumbai to work together with them on a campaign creative for JSW Steel, particularly their auto-grade steel brand.

The campaign’s goal

The goal was to visually articulate how their superior quality auto-grade steel is used in various ways in manufacturing automobiles and auto-parts.

3D modeling & rendering

Even though the idea was communicated to us very precisely through the concept, the challenge here was to visually articulate that idea in 3D while making sure that it looked photo-real. We paid particular attention during the 3D modeling stage so that we didn’t exaggerate any of the elements that the whole setup would be composed of. We tried to get the technicalities right of each of the car part that we were creating in 3D. Along with that, while rendering we tried as best as we could, to replicate the properties of JSW’s auto-grade steel. That is auto-parts fabricated using JSW’s auto-grade steel.

3D design & rendering

Visual concept

Ogilvy, Mumbai is the AOR for JSW and the concept and creative direction as was handled brilliantly by them and we worked closely with their team to nail the concept as closely as possible.

Concept breakdown

As for the process, we modeled the big pieces first, medium second and small details were added last.We did most of the modeling in Maya and rendered the image in Keyshot.

 

The campaign was print heavy and creatives were produced for OOH, industry magazines & newspapers.