The ABCs of Rebranding with CINEMA 4D

March 17, 2014

Design and motion graphics studio Already Been Chewed cooks up a fresh rebrand for Malibu Boats.

Damer and ABC’s art director Brad Wolf used CINEMA 4D for both the print and animation portions of the Malibu/Axis rebranding project, with the final looks and compositing completed in Photoshop for print and After Effects for video. For the Malibu boats campaign, Life Without Limits, ABC developed a visual that depicts a cubicle-bound office worker transforming into a wake surfer and escaping the limits of his 9 to 5 job into a surreal wake surfing experience behind a Malibu Wakesetter.

ABC set up a photo shoot with professional wake skater, Brian Grubb, to capture the sequence needed for the campaign artwork. After isolating the photos off of their background, ABC set them up in CINEMA 4D as textures that were applied to vertical planes. “We used the luminance channel of the texture, as well as the alpha channel of the layer in Photoshop we cut out,” Damer recalls. “This allowed us to place the pictures of Brian into true 3D space within the scene and have the CINEMA 4D lights interact with the cut out photos.” CINEMA 4D was also used to match the lighting from the original studio shot.


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