Blow by Blow Advertisement by Paul Gawman

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DESIGN DETAILS
DESIGN NAME:
Blow by Blow

PRIMARY FUNCTION:
Advertisement

INSPIRATION:
Inspiration comes from seeing politicians of all persuasions use the news stories of the day as ‘weapons’ in the points-scoring battle in media. The big issues impacting the nation – such as Refugees boats being intercepted off the coastline of Australia, the lack of affordable housing in Australian cities, and the global impact of climate change and how renewable energies are crucial to the future. The team at Archibald / Williams in Sydney created the idea, and my job was to bring the concepts to life with structure, dimension and visual impact.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The designs marry modern day political issues with brutal medieval weaponry. At first glance, the viewer may not notice the political issue, but on closer inspection the underlying message comes to life. This campaign titled ‘Blow by Blow’ was created to promote coverage of the longest running Australian electoral campaign in a generation. The images show the political weaponry Australian politicians use against one another, with focus on three of the key political issues of the election campaign - the refugee crisis, housing affordability and renewable energies.

OPERATION / FLOW / INTERACTION:
The end user notices the image on a smart screen and their interest is immediately captured by the striking image of a medieval weapon. On closer inspection, the weapon’s intricate detail reveals a powerful double meaning and message about political 'warfare'. From the impact of this striking imagery, viewers are invited to subscribe and gain further newsworthy information on the political scene.

PROJECT DURATION AND LOCATION:
The images were used in a Subscription-driven media campaign in Adelaide, Australia, in July 2016.

FITS BEST INTO CATEGORY:
Computer Graphics and 3D Model Design

PRODUCTION / REALIZATION TECHNOLOGY:
All 3 images were digitally modelled using Pixologic’s ZBrush. ZBrush is a digital sculpting app that allows artists to organically build, refine and add detail to 3D geometry. Modelling for each weapon began with a digital ‘primitive’ such as a cylinder or a cube. Camera angles and lighting were roughed out. Additional ‘digital clay’ was added to each weapon in order to build up detail such as wood grain, human characters and chains. Textures and materials were created using ZBrush, Substance Painter and Keyshot. Lighting and rendering was done in Keyshot. Compositing and final grade done in Photoshop.

SPECIFICATIONS / TECHNICAL PROPERTIES:
All images were produced at 420mm x 297mm and used on digital smart screens.

TAGS:
weapons, 3D, political, advertisement, refugee, energy, housing, axe, club, flail,

RESEARCH ABSTRACT:
Research was predominately conducted online, and mainly involved searching for visual reference of medieval axes, clubs and flails, refugee boats and wind turbines. Texture and material reference was also found online.


CHALLENGE:
The initial challenge was in creating the foundation structures and modeling, followed by complex research for accuracy of the final images – from both a historical and political perspective. All this against an extremely tight deadline set by the media schedule. 


ADDED DATE:
2018-02-15 09:02:07

TEAM MEMBERS (6) :
Agency: Archibald / Williams, CD: Matt Gilmour, AD: Chris Wilson, Copywriter: Tom Selby, Creative Services Director: Jo Giles and Concept Illustrations: Judd Shoppee

IMAGE CREDITS:
Paul Gawman, 2017.

Visit the following page to learn more: https://paulgawman.com
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Archibald / Williams

PROFILE:
The agency is founded on the collective experience of Stuart Archibald and Bram Williams and one guiding belief: STRATEGY DRIVES SUCCESSFUL BUSINESSES, BRANDS AND COMMUNICATION. This is why Archibald / Williams was conceived as a complete strategy service. Uniting, from the very beginning, two planning archetypes that rarely (if ever) form businesses together: a direct/digital/data strategist and a brand/business strategist. The A / W core business model is best described as a ‘Strategic Compound’. And, to ensure outstanding creative and execution regardless of channel, we have formed a handpicked Creative Collective. This is why, since our inception, we have been involved with our clients in everything from brand to data consultancy, and from TV commercials to web banners and retail point of sale. A model such as this calls for a truly integrated team of strategic practitioners. Ones skilled in the arts of advertising, digital, retail, social, data, CRM and direct marketing. Complemented by a Creative Collective of specialists across advertising, design, technology, digital, CRM and retail.

NOMINATION DETAILS

Blow by Blow Advertisement by Paul Gawman is a Nominee in Computer Graphics and 3D Model Design Category.

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AWARD DETAILS

Blow by Blow Advertisement by Paul Gawman is Winner in Computer Graphics and 3D Model Design Category, 2017 - 2018.



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