Sett Digital was brought in to do the creative direction on a full CGI project in collaboration with CGI guru Ian Anderson for Intrepid Fox. The brief for the project was to create three PURA cans that could be used both individually and as part of a group.

The water droplets and splashes, and the importance of visually communicating the energetic movement within the images was where the innovative edge came in for this project. It was necessary, in modelling and creating the natural elements within the images, to emulate as if water itself had been used in the creative process, and this was where the collective expertise were paramount. Planning and process were critical components in a successful outcome.

The beauty that full CGI elements offer is the flexibility to create multiple assets once the master images have been signed off.