Jakafi.
A bespoke traffic light set, designed around the idea. Built in collaboration with photographer Andy Glass, one of the world-class photographers our artists have collaborated with. Every signal was meticulously built in CGI, from the paint shader to the chips and wear, then set into Andy’s city street.
The signals
Built in CGI, down to the paint.
Each light was modelled and look-developed piece by piece, with a bespoke paint shader and real-world imperfections: chips, scuffs and weathering that let the CGI sit naturally in the photography.
Behind the scenes
Designed for the idea, planned for the lens.
The traffic light set was designed around the creative idea, then laid out in previz with camera heights and lenses mapped to the street, so the build fitted Andy Glass’s photography perfectly.
Part two
Part two, fully CGI.
For the second part of the project we built the whole scene in CGI: the city, the junction, the traffic and the light sculpture, all lit and graded to match the campaign.
Just for fun
A bit of Atomic14 fun.
An abstract art piece made from the project’s assets, purely for the love of it. We love some abstract!
Pharma brief on the table?
Tell us about the brief. We'll come back with how we'd build it.