88 MacDirectory
CONTENTS DEPARTMENT
88 MacDirectory
MA: Photography and CGI is present in much of
your work. How do you determine when to use
traditional photography, CGI or a combination of
both on a project?
FS: We always begin with the end in mind,
delivering the best possible vision. We then
analyze our resources (ie: budget, deadline,
capacity) to manage expectations and see where
we can maximize the creative process. We aim to
be creatively flexible and it helps to have all the
tools needed to deliver visual impact. Sometimes,
we'll look to our in-house library of assets for
elements to use, other times we'll produce our
own photography to meet the needs of the
project, certainly we're always open to building
elements in 3D and integrating them. In the end,
we're designers delivering art to other creatives
looking to sell their top ideas, and each project
will call for a custom stand-out focal to see this
through. That's where we come in.
MA: Please briefly share recent projects that you
are most proud of.
FS: I'm really proud of our recent work with
Google, Samsung and the ads we worked on
for the 2014 World Cup, Super Bowl 2015, and
the Sonos Speaker ads we wrapped for the 57th
Grammys. But I'm excited to share our newest
product design for virtual glasses. With virtual
headsets being such a hot topic in the high-tech
sector, we couldn't resist having fun with it and
innovating something dynamic and clean that we'd
get excited to see in the future.
FEATURE
