ELEMIS South Bank
Breaking new ground in London
A live-action South Bank plate transformed with a giant cleansing balm, fractured pavement and a simulated ground break. The finished VFX supported ELEMIS’s London launch.
- My contribution
- VFX pipeline, 3D product integration, ground fracture and debris simulation, lighting and compositing
- Created at
- One Agency
- Campaign context
- One Agency case study
A live-action plate, rebuilt for impact.
The South Bank footage establishes the camera, perspective and daylight. My VFX work introduces the digital product and a ground surface that can break apart around it, while keeping the surrounding London scene intact.
Fracture, displacement and contact.
The unshaded views show the product below the pavement and the fractured slabs around its path. The effect relies on the jar driving the ground response: lifted slabs, exposed edges and smaller debris give the emergence its weight.
Materials that belong in the plate.
Reflective packaging, rough broken concrete and the surrounding flowers each need a different material response. Shading, lighting and compositing bring these elements back into the filmed scene, with contact shadows and reflections helping anchor the product to the pavement.
Behind the scenes
Under the pavement.
The working geometry and final image show the relationship between product motion and the ground breaking around it.
