Wow, what a ride!
Today, we are beyond excited to officially pull back the curtain on our latest labor of love - the launch campaign for Changan
When the brief landed on our desks from the passionate LKDA - The Brave Agency, the clock was already ticking. We had exactly one month to take this project from a blank page to final delivery. This wasn’t just a "car commercial" it was a full-scale world-building exercise.
We are proud to say Luma isn’t just a VFX house, we are a full-service creative engine. For Changan, we handled every single gear in the machine, from conceptualization, to billboards, to the live action shoot, to post-production and VFX. By keeping everything, from the shoot to the final render under one roof at Luma, we maintained a singular vision at a relentless pace.
To make this campaign truly stand out, we didn't just want to show a car on a road, we wanted to show a car in a world designed to be as inspirational as the design of the cars themselves. Our team pushed the boundaries of digital artistry by creating vast digital 3D environments, integrating photorealistic animals into the environments and most importantly hyper-realisitc vehicle renders.
We are incredibly proud of the final result and grateful to Changan and LKDA for trusting us to bring their vision to life.
CREDITS
LUMA
Directors: Bruce McLaren-Lyall, Paul Meyer
Look dev and simulation: Werner Ziemerink, Mark Zimmer
Lighting and Rendering: Christophe Leyder
Concept Directors: Bruce McLaren-Lyall, Jason Cullen
3D artists Thando Mapukata, Andre Heyneke, Kandyce Van Rooyen, William Malope, Lourens Maritz, Aaliya Moola, Timothy Morar, Siwaphiwe Mpofu
Animators: Craig Portnoy, Kiah Donnie, Tegan Hammerich, Tshepo Malaza, Nkanyezi Masondo, Louren Hattingh, Nivishaa Reddy
Compositors: Neill Vermaak, Isabel Heyneke, Phoebe Redelinghuys, Mia Berman-Levy, Selebogo Motsuminyana, Tshepiso Boikanyo, Gavin Hong
Luma Producers: Ancilla Berry, Mpho Makhalemele
Models: Savannah Windvogel, Cuan Derbyshire
TOOLS USED
Houdini
Autodesk Maya
Davici Resolve
