Citroën
Magneti Marelli
Agency
B-Play
Date
2014
Role
- Art Direction
- Graphic Design
- CGI
A unique & bold character
André Citroën was born on 5th February 1878. On the same date in 2014, Citroën has launched the new C4 Cactus crossover as a fine tribute to his memory. Seven years of design work have totally optimised the initial concept. Resolutely sober and well protected by its Airbump® air cushions, it possesses an innovative, personalizable, functional design.
Magneti Marelli boasts twenty years of experience in the development and production of satellite navigation, connectivity, infotainment and telematics systems. All in order to guarantee a high level of comfort, safety and entertainment onboard the vehicle.
A breath of fresh air and originality
B-play an independent creative group active since 2005 under the name of Bellissimo Vision, focused on interactive experiences & video productions, has been asked to produce a Digital Video Advertising to promote the brand new Citroën C4 Cactus and its innovative Infotainment System on-board.
As Art Director of the agency, I’ve carefully worked together with the Creative team to develop a strong visual identity and illustrated it with mood boards and rough compositions. Then I’ve designed all the colourful and bold typography, graphics and visual animations to carry the key concept of each individual part.
And last but not the least, I’ve taken care of the production of the CGI in all its aspects. Everything was a challenge and fun to work at, from the shading of the car with its realistic materials, the lighting that defined every details, the right angle-search for the camera animation, to the compositing of the final CGI sequences.
With its colourful and bold style and its up-tempo music, the final Adv quickly conveys a true identity.
CGI breakdown
Audacious design with unconventional details
This breakdown video displays a before & after comparison: a clay preview of the vehicle and the final render with all the materials added, lighted and composited.
