GIANT VOID
Design & Animation Co.
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Cheesecake Factory

Short Spots Raise Awareness About National Cheesecake Day Promotions

SUMMER OF 2019 We were approached by the fine folks at Pereira & O'Dell to bring to life an idea they had for the quickly approaching National Cheesecake Day, and sweet deals that come with it. We were thrilled at the idea of educating the hangry masses to these once-every-365-days deals. Plus, we got to taste test all sorts of delicious cake during San Francisco Winter – aka “July.”

 

CG Food That Doesn’t Look CG

When discussing the agency’s vision for the project, we realized that shooting these spinning plates of food in-camera was going to be a challenge. We would need a motion control system & a decent post schedule to account for roto and compositing in post. All that considered, we decided the best path forward was by making a 100% CG spot. This was tough. Yummy looking CG food is hard. Like, very hard. Thankfully, our Houdini-focused 3D pipeline is purpose built for this type of challenge.

Pound cake, fudge, yellow cake. These are all physical shapes that can’t be modeled using traditional polygon modeling tools. You can get away with displacement maps and other tricks, but with the camera so tight on these shapes, we needed to use fog volume tools to make the physical crevices and crumbs We also built and templated out our volume tools in ways that allowed us to be consistent over all the flavors.

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Clay Renders

Houdini Node Trees

Custom Volume Modelling Toolset for Cakes and Crusts

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