RAYVN had the desire to launch something that would make them stand out. Between Mellor&Smith, The Bunker and StillMoving, we took a simple brief which asked to create a series of disaster scenes, and developed it into something more complex which involved a technical-creative hybrid of CGI and still life photography.

Nothing was left to chance; we paid a lot of attention to designing the set and making sure that the output would match the creative vision. We used 3D modelling to test the set, place the camera and see what angles were going to work, as well as test the textures, colours and dimensions of doors and windows that were crucial to selling the reality of the set.

All three parties on-set together meant that we were able to make decisions that would ensure every element of the brief was fulfilled. We were able to see that the creative matched client expectations and that the set was technically fit for CGI. Every one of us trusted in each other and helped one another to make sure we captured exactly what we needed.

The campaign launched internationally across multiple channels, including everything from audio ads on podcasts, right the way through to physical sets where there was actual smoke coming out of a billboard. Features on tram posters across cities has driven a huge reaction and leads to the RAYVN website.