Print / Financial Times ‘Glass City’

Financial Times ‘Glass City’ main image
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CGI35%
Photo10%
Post30%
  • Financial Times ‘Glass City’ image 1
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We were approached by RAPP to produce an image for FT.com’s new brand advertising campaign in Asia. The image which illustrates how the FT brings its readers and users a complete, unparalleled view of world business all in one place has become a 75 meter wide feature of one wall overlooking the legendary Raffles Place in Singapore. The image has also be used to create a microsite with interactive elements which can be seen at: http://www.ftglasscity.com/

Working from a rough agency layout, Taylor James conceived, designed and produced a massive 16,0000px wide render of a city made entirely of glass. This was a supremely complex production featuring well over 30 highly detailed, transparent buildings! For a more detailed look at this job, scroll down for the Behind the Scenes!

Credits

  • Client | Financial Times

  • Agency | DDB Worldwide

Extras

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'Behind the scenes'

Working with large quantities of glass is always a technical challenge. colour, transparency, reflection, refraction plus many other characteristics that give glass its appearance, all need  to be controllable whilst retaining their realism.

We collaborated closely with the art directors from RAPP to improve and streamline the composition of the layouts, The exterior of every building needed to be made from glass (but discreetly) enabling the viewer to see clearly into every office, boardroom and cubicle to reveal business people going about their work and the furnishings that make up that environment. We needed to carefully consider the balance of internal (office) lighting against exterior lighting (the sun and it’s position relative to the buildings). We can also take exacting control of the glass that covers the buildings, to ensure clarity, controlling the glass’s tint and the levels of reflection.

With the buildings so tightly packed and standing in front of one other, the job of rendering all the refractions and reflections was no easy feat. Usually on a job this large the renders would be split up to allow for a more flexible rebuild. However, due to the complex level of refractions this was proving to be very difficult. In the end we conceived a method of using transparency alphas which allowed us to break the render up whilst maintaining the visual of the original file.

By splitting the file up like this it meant our retouch department had the flexibility to alter certain elements of the image for the clients without having to go through more days of rendering. This kind of process really allows us to maximise efficiency in dealing with last minute comments, it taking a couple of hours to fix things in photoshop as opposed to a couple of days to fix and re-render in 3DS MAX.
Financial Times ‘Glass City’ behind the scenes image 1
PRE-PRODUCTION / AGENCY LAYOUT
Financial Times ‘Glass City’ behind the scenes image 2
PRE-PRODUCTION / STORYBOARD
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PRE-PRODUCTION / REFERENCE IMAGES
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PRE-PRODUCTION / GLASS TESTS
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Financial Times ‘Glass City’ behind the scenes image 7