Shop Out There
King's Cross
ROLE
Motion Direction
CG / 3D Direction
3D Modelling & Rigging
3D Animation
Lighting & Rendering
2D Compositing
Motion Rollout
OVERVIEW
I led the CG development of the illustrated swans, from modelling, rigging and texturing to lighting and animation. I also produced flexible 4K and 8K assets for rollout across Digital Gateway, social, web, DOOH and print.
Animation test
During pre-production, I refined the swan's textures, lighting and movement, testing flight paths, speed, scale and behaviour to define the final animation approach.
R&D
Flying path
DOOH
Social
Social Carousel
OOH & DOOH LIVE
Credits
Creative Direction
Samuel Hinckley, Chris Lawlor
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Design Direction
Neil Carding
Senior Retoucher
Nick Swaffield
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IMPACT
The campaign was displayed throughout King’s Cross station across spring and summer 2025, bringing the seasonal creative to one of London’s busiest destinations.
The CG swans became a flexible suite of assets rolled out across Digital Gateway, DOOH, social, web and large-format OOH, maintaining a consistent visual language across both motion and print.
Other project:
