Graphic Design

KIA Monster

Taylor James
E.S. 7 C.U. 5 B.M. 8.5 A.M.A. 8 R.K. 8 V.M.H. 8.5 P.S. 7.4 Creative 7.5 E.S. 8.5 C.U. 6 B.M. 8.5 A.M.A. 8 R.K. 7.6 V.M.H. 8.5 P.S. 7.8 Design 7.8 E.S. 8.5 C.U. 7 B.M. 8 A.M.A. 9 R.K. 7.7 V.M.H. 8 P.S. 7.7 Craft 8 E.S. 8 C.U. 6 B.M. 8.3 A.M.A. 8.3 R.K. 7.8 V.M.H. 8.3 P.S. 7.6 Total 7.8
In collaboration with creative agency Innocean, we produced this little gremlin for the latest KIA car advert. Affectionately named ‘Derek’ by the creatives, we worked from concept to completion to bring this creature to life.
The Concept

Derek, our wide eyed cheeky creature, is the brainchild of Innocean. The advertising agency came to us to develop the character for their campaign highlighting the build quality of the latest Kia models. Innocean provided a scamp and a sketch of the little creature, as you can see in the first two images to the left. Our concept artist, Luca, then developed the character through a series of sketches that considered form, look, personality, posture and emotions.

The Production

Once we confirmed the design of the character, we completed the colour research and prepared the model sheets for the modelling stage in CGI, posing the character on the back car seats. The little monster was worked up further using illustration comped into the photographic backplate, so focus on details such as the positioning of the seatbelt across the body. This then went forward to CGI production, where our artists used Zbrush, the digital sculpting tool, to craft the 3D model and combined with texturing and painting. Development of the character’s skin material was important to get subtleties such as translucency and moisture correct to give the desired effect.

Making of Video
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