September 03, 2018

The Purge: Emblem

Tease / Launch Campaign

All built in C4D and rendered in Octane, the emblem spot allowed us to explore the realistic qualities of heat and the flexibility of warped metal.

Born out of purge night destruction and purification, our “Emblem” tease called for us to develop a story-telling device inspired by real-life objects and visuals from the show. Because The Purge takes over American ideals of liberty and freedom, we explored overt & recognizable symbols of patriotism. After gathering reference and the right artists, we came up with an arresting visual representation of a familiar American emblem melting and transforming into the NFFA motif.

References

In the center of a dark and ominous void, a representation of the Presidential Seal sits confident and proud. We emulate light moving over the eagle and shield to reveal the cold, steel construction and welded elements.

We cut to a close shot of the eagle’s head as the metal begins to warp and distort, melting away to reveal the eagle’s skull. We show a series of macro shots of the seal - E Pluribus Unum, the stars and the arrows, all at various stages of melting and disappearing as the patriotic audio builds.

Finally we see the shield, half melted, revealing a new unidentified element underneath--the NFFA emblem--showing the change from the original founding fathers and their goals for America, to one catered to the Purge.

All built in C4D and rendered in Octane, the emblem spot challenged us and allowed us to explore the realistic qualities of heat and the flexibility of warped metal.

Our artists and creatives took this spot to the next level, and the cinematic result became one of our favorites to date.

Capabilities & Credits:

Original Concept, 3D Design, 3D Animation
Exec. Creative Director - Josh Norton
Exec. Producer - Carson Hood
Producer - Virgil Conklin

Design - Theo Daley
Animation & Compositing - Nathan Goodell, Alec Iselin, Josh Clos

Mix & Sound Design - Plush


Artist Spotlight: Jane Wu

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