Why a top agency dumped CGI for hand-crafted mechanics

Features
By published

How a human touch brought magic to a stunning ad campaign.

Isobel creative director Rob Fletcher considers what the Colliderscope project taught him...

01. Never say never

02. Persevere toward the goal

Suddenly you think you've got the perfect take, and then someone goes, 'The sun wasn't spinning'. But you know that at some point it will all come together, and cross your fingers. I don't know why it does, but it does. Eventually it just works.

03. Concept versus reality

When you put a lot of jewellery together in a clump, it looks cheap, like something from a pantomime; it doesn't look like Tiffany. I learnt that quite quickly. Something that is beautiful in your head doesn't necessarily convert well to film.

A motion-controlled camera was used to replicate angles

A motion-controlled camera was used to replicate angles

Old-fashioned mechanics replaced CGI

Old-fashioned mechanics replaced CGI

The final machine was 13 feet tall

The final machine was 13 feet tall

The Colliderscope is built from pipes, cogs, bike wheels and other miscellaneous hardware

The Colliderscope is built from pipes, cogs, bike wheels and other miscellaneous hardware

Press imagery for the campaign

Press imagery for the campaign

Additional press imagery for the campaign

Additional press imagery for the campaign

Words: Anna Richardson-Taylor

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