Creed came to us once again to explore the idea of creating another fake out of home (FOOH) CGI animation for the launch of their Fragaria fragrance into Selfridges.
With the product named Fragaria, with its hint of real strawberry scent, we wanted to create a launch that felt as fresh and captivating as the fragrance itself. Instead of a traditional reveal, we imagined something playful and striking, a cascade of falling strawberries that captures the essence of the scent in motion. There were three Selfridges locations for the launch, London, Birmingham and Manchester, so we used three landmarks that were closest to the three stores: Marble Arch, The Bullring and Exchange Square.
The ads were created using a hybrid mix of CGI, photography, gen AI for background and camera movement, and VFX. We built lifelike 3D replicas of the bottles based on reference photos and the real product. These were seamlessly composited into our hybrid footage of each landmark.
Three different executions were developed. For Marble Arch, a pile of giant strawberries falls away to reveal the fragrance. In Birmingham, the giant strawberries tumble over the building to reveal the fragrance standing on the famous rooftop. In Manchester, it’s raining strawberries, a fond reference to the weather in Manchester!
Modelling and 3D animation was completed in Cinema 4D, footage was generated from stock photos, with Runway, with final rendering handled in Redshift.
