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N I N T E E N
I G N Y T E
Exposing Visual Creativity
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Exposing Visual Creativity
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I recently ficked through your latest issue it looks great!
Satah Slee
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ceiga.co.uk
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Editors Letter
If youve been a frequent visitor to the Ceiga website you probably would have noticed a few subtle
changes. First of all the addition of two new sections; Editor s picks and Articles, the option to sign up
to a weekly newsletter containing everything that was posted in the blog, and an increase of articles
to the blog in general. This is all in response to a survey I put out a few months ago primarily to nd
out what type of people visit the site but it also included a question for improvements to the site which
a few people responded to. So if you have an idea for improving the site/magazine or have seen
something elsewhere you think we should have please dont hesitate to send an email to [email protected]. Now to talk about this issue of Ceiga.
As a child Im sure weve often imagined ourselves in dierent worlds, more whimsical and magical
ones. No doubt this is due to the fairy tales we read in books, cartoons we watched on Saturday
mornings, or the Disney classics we saw on repeat with excitement. Even now as an adult that
childhood imagination comes back sometimes, triggered by something Ive seen in a lm or read in
a book and this ooded back to me as I saw the Baileys Coee Creamer for the rst time (and the
second, and the third).
The advert shows a woman walking through a gloriously golden factory where Bailyes is created
with workers on all sorts of contraptions for pouring the cream mixing the caramel and funneling
the chunks of chocolate. With the presence of a goddess she tastes each ingredient, smiles and theworkers and is nally presented with the nished product at the end, The One which is conveniently
the title of the ad. Its all very Charlie and the chocolate factory and its fantastically brought to life
by the team at Ignyte.
Prior to that advert I had never heard of the German based production studio, after exploring their
website and seeing all their other great pieces of work, I thought it would be a crime not to create an
issue of Ceiga on their work. Hope you enjoy it.
Richard BrayE D I T O R
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GNYTE are an artist-driven vfx, design and animation studio based in
the heart of Munich. They specialise in visual eects and animation
productions for commercials, feature lm, game cinematics and media
design. A high-end kitchen would probably be the equivalent of how
they work on their projects, blending art and technology, ingenuity
and magic to deliver visual delights even on challenging schedules. From entre to
dessert, only the best ingredients combined to ignyteyour senses.
Their core team is a band of elite digital artists, passionate about what they do.
By applying a tailored approach to every project they guarantee a smooth post-
production workow throughout the entire production process, from concept design
and set supervision, through to nal delivery. They constantly reinvent themselves to
bring your creative imaginations to life, regardless of scale and complexity.
I
I G N Y T E . D E
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Baileys are well known for their undeniably delicious creamy liquors, but coee
creamers?! Yes they do them too, and they are as creamy and as indulgent as
their alcoholic counterparts.
Despite the tight turnaround we were thrilled to be involved in this production.
The spot starts o with huge cg doors opening up with a complete cg marble
hall in the background. The individual mechanisms were meticulously crafted
and animated the cinnamon snail baking the biscotti, the almond grinder,
the cinnamon belt, the chocolate mill, and the vault. And of course a spot like
this wouldnt be complete without the liquid simulations the cream owing
columns dotted throughout almost every shot and last but not least our cream
curtain.
See for yourself how it all came together. A dreamy production process of
something so irresistibly good they have to be kept in a safe.
https://vimeo.com/97334395
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Agency:BRAND CONTENT Director:MATTHIAS ZENTNER,VELVET
Client:VELVET, MUNICH (velvet.de)
BAILEYS THE ONE
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https://vimeo.com/53328178
What could be more indulging than being wrapped in a owing stream of
lucious creamy chocolate goodness?! This commercial for turkish client Eti is
indeed one of indulgence, and not just for the chocolate addicts. This spot
is jam-packed with 3D uid simulation of liquid chocolate pulsing through
3D-lidar-scan rebuilt hotel corridors.
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ETI HOTEL
Agency:SAATCHI & SAATCHI, ISTANBUL Director:MATTHIAS ZENTNER,VELVET
Client:VELVET MEDIENDESIGN (velvet.de)
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Im sure after seeing all the brilliant images in the previous pages youre convinced that Ignyte are a top notc
production studio, but just in case youre not convinced Ive got an interview with the founder of the studio
Leif Petersenwho talks about how he got into the industry, his favourite project and the country in the wold
he would most like to visit.
1) Could you tell me a little about Ignyte, what you guys do and
how you started?
IGNYTE is an artist-driven vfx, design and animation studio based in the
heart of Munich. We specialise in visual eects and animation productions
for commercials, feature lm, game cinematics and media design. A high-
end kitchen would probably be the equivalent of how we work on our
projects, blending art and technology, ingenuity and magic to deliver
visual delights even on challenging schedules. From entre to dessert,
only the best ingredients combined to ignyte your senses.
Our core team is a band of elite digital artists, passionate about what
they do. By applying a tailored approach to every project we guarantee
a smooth post-production workow throughout the entire production
process, from concept design and set supervision, through to nal delivery.
We constantly reinvent ourselves to bring your creative imaginations
to life, regardless of scale and complexity. The studio is owned and
managed by Leif Petersen an accomplished VFX artist who has 15 years
experience in the industry. It all started with a single machine in Leifs
home oce which was quickly outgrown. Luckily we quickly found some
great clients that trusted us that we can accomplish outstanding quality
in our projects. Since then the company is steadily growing to face more
and bigger creative adventures.
2) What is your role at Ignyte and could you tell me some of y
day to day tasks?
As we are a boutique studio my role at the moment is very divers
ranges from producing, marketing, recruitment, it-administration, o
supervision, directing, pipeline programming to all kinds of vfx and ac
production tasks. I always enjoyed learning new things and workin
very dierent areas.
3) What programmes do you use at Ignyte and how many peo
currently work there?
Our core team is a band of elite international artists, handpic
individuals who are passionate about what they do. We believe in s
and very eective highly-skilled generalist teams. Basically people love what they do. At the moment we are averaging 6 people here
the whole infrastructure is specically build so we can easily have m
software and hardware, and can quickly accommodate more artist
short notice. Our pipeline is build to handle much bigger projects than
are currently working on. At the same time we are constantly evolving
toolset to nd the right solution tailored to each job. We are using o
shelf tools like Maya, Nuke etc. and extend them to our needs.
GIVING WORK AMORE REALISTIC AND
EMOTIONAL TOUCH
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4) How did you develop an interest in creative production work?
I came from traditional video editing, back in the days with actual tape
machines, and I also have a background in music. I was always curious
and wanted to learn more. I think computer graphics are a great way
to learn a lot of things about our world. Especially in advertising where
you nd more generalist artists and you are not bound to a completely
rigid pipeline. Every job is a little dierent and you get to look at many
dierent things our world is made up of. Be it cg-animals or how liquids
behave in dierent scales. I also always enjoy the melting pot of creativity
and technology.
5) What is your favourite project youve ever worked on and why?
There is a quite a few project that I really enjoyed working on for dierent
reasons. A few years ago we worked on a commercial for DU a big
telephone provider in the middle east. This commercial was shot over
a week in and around Dubai at mostly 47 degrees heat in the desert. It
was a very full-on shoot with a crazy schedule and I really enjoyed the
adventurous nature of the shoot.
We accomplished many eects with actual stop-motion and timelapse
eects on camera. Mostly our job is based around sitting in front of a
screen making pretty pictures, very disconnected from the real world.
I think its extremely important to get outside to touch, feel, hear and see
real things yourself. This connection reects into your project, giving it a
more realistic and emotional touch. But also full-cg projects like Level,
a toilet paper commercial we recently nished can be a very rewarding
process.
Everybody on the team enjoyed working creatively without boundaries,
making a very artful lm that heightens paper to an art form. I think art
is a container to preserve and express emotion and getting to do this as
your job can be very rewarding.
6) What is the most important thing youve learnt since you be
your 3D art journey?
There is always more to learn. Dont stop learning and learn to evo
3D Animation is heavily inuenced by technology and this technolog
changing ever faster. At the same time art skills, great ideas and creat
will always be the reason why people will be emotionally touchedimages. It got much easier and faster to create compelling images
there is a huge army of skilled people out there now to work in
industry. Its a living art form and if you want to succeed you nee
evolve with it or better be a step ahead.
7) Are you allowed to talk/hint about any exciting youve b
working on and plan to release in the future?
We recently worked on a very cool commercial that has huge explod
water balloons. You can watch this commercial soon on our web
Personally I have a little 9 month render job going on as a coproduc
with my wife and we are very excited about this.
8) And nally if you could visit any country in the world wh
would you go and why?
In general I love travelling around Asia but specically I would love to
to the Philippines. My wife was born in Manila and I still havent mad
there.
Thanks Leif for taking the time to answer these questions. If you wo
like see what Lief and Ignyte are up to you can follow them on Tw(ignyte_leif), Facebook (Ignyte) and Vimeo (ignytefx).
This commercial was shot overa week in and around Dubai
at mostly 47 degrees heat in
the desert. It was a very full-on
shoot with a crazy schedule and
I really enjoyed the adventurous
nature of the shoot.
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In this paper art inspired full-CGI spot we pay homage to one of lifes simple
pleasures.
Its Papeles San Francisco/ Levels luxurious and unbelievably soft toilet paper
line. Artistic and beautifully mesmorising, you will never see toilet paper the
same way again. Surrender and let yourself be cocooned in its velvety white
creamy layers. Itll certainly bring you to another Level!
https://vimeo.com/87654662
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LEVEL SCULPTURES
Agency:VTC Director:MATTHIAS ZENTNER,VELVET
Client:VELVET, MUNICH (velvet.de)
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Bursting with vfx and amazing 3D work, this spot is all about liquid elegance.
Elegant black meets stylish silver that is the look of this ad campaign.
Introducing the new generation smart phone from LG. Illustrated here in
this particular spot is the vividness of LGs amazing Optimus 3D max display,
demonstrated by a woman emerging from the screen, engaging us through
pulsing uid dance movements.
https://vimeo.com/53329535
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LG OPTIMUS 3D MAX
Agency:HS AD, SEOUL Director:MATTHIAS ZENTNER,VELVET
Client:VELVET MEDIENDESIGN (velvet.de)
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Join in the party in this playful spot for the major greek telecommunications
company, Wind. As night falls and the shop lights go out, mobile phone app
characters emerge from their slumber and come alive in a frenzy. Be entertained
as they react with one another, each with their own stories unfolding. This
project involved extensive 3D work as all characters were intricately designed
and animated, and was successfully executed in a very short timeframe. The
shoot took place at the Wind main store in Athens, which was redesigned and
completely rebuilt in CGI. The success of this campaign led to further projects
across dierent media, and we will certainly be seeing more of these characters
for a long time to come.
https://vimeo.com/53329539
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WIND ONE NIGHT
Director:MATTHIAS ZENTNER,VELVET
Client:VELVET MEDIENDESIGN (velvet.de)
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https://vimeo.com/97402071
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MATTONI WATER ANIMALS
Director:MATTHIAS ZENTNER,VELVET
Client:VELVET MEDIENDESIGN (velvet.de)
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The process of capsule coee-making is not just about the coee itself. Its
about the experience, those precious moments we tend to take for granted as
the delicate grains morph into that perfect creamy espresso.
A powerful and captivating 45 sec spot that perfectly blends the digital and
analog worlds of real high-speed photography and amazing cg elements.
https://vimeo.com/87654661
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ILLY IPERESPRESSO
Director:MATTHIAS ZENTNER,VELVET
Client:VELVET MEDIENDESIGN (velvet.de)
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