Working with Mullen, North Carolina, on the CSX ‘Nature Train’ brief, it was important that we captured all of the elements of the brief in order to promote the freight rail’s commitment to using environmentally friendly trains. The freight rail company believes in doing all it can to help the environment and it starts with fuel efficiency!
From the initial sketched drawings and creative discussions it was clear that this project was going to be a challenge to make entirely in retouch. Building a locomotive train from landscapes and nature was not something we had ever done before! However, we were excited by the concept and the challenge that was ahead. The brief required that the train looked as photo-real as possible, made up of various elements, including: tall grasses, bamboo stalks, leaves, Spanish moss, logs, twigs, sunflower blossoms, cornstalks, hay, river rock, and sand. Knowing the angles and perspectives needed to match the brief, on location, our photographer captured various shots up and down the East-coast of the US as references for the various elements needed to build the train. Once the shooting was in the can, we then went about compositing the train using the hi-res material.
It was vital that the key features of the train were clearly represented and the CSX logos were legible, yet innate in their appearance. A tricky balance, but the final piece has been very well received with agency and client happy with the final outcome. Having handled the complete production on this project meant Taylor James had control over planning the most efficient technical and creative approach in capturing the brief, meeting the given deadline demands and budget.
You don’t have to take our word for it-see what our clients at Mullen had to say:
“We have certainly valued the opportunity to work with the amazing talent you possess. You have completely lived up to your reputation. Nature Train has been a fun process and we look forward to working with you again.”
Justin Mace – Art Director
“The bar has been raised higher for future CSX visuals…thanks a lot.It was a delight working with you guys. I have worked on these types of projects many times in the years I have been producing but NEVER to the level of expertise, confidence, and professionalism you folks brought to this piece. We saw your excitement early in the idea and you carried that energy throughout the entire project even when there was an 11th hour change at the end of your day…whether you agreed with it or not. You made a lot of people happy that afternoon. I look forward to our next venture together”
John Rosato – Senior Art Producer