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National Bank of Abu Dhabi

A CATALYST FOR GROWTH

THE CHALLENGE

We created this TVC for National Bank of Abu Dhabi, designed to help them connect with their audience and demonstrate their commitment and vision to be recognised as the world’s leading Arab Bank.

A JOURNEY ACROSS CONTINENTS

A key aspect of NBAD’s business model is a forward thinking, progressive commitment to growth within emerging markets. This was brought to life as an ever evolving journey showing the connection between all parts of NBAD’s business and its pivotal role in supporting emerging markets and nourishing its global community.

THE PROCESS

The sequence called for a seamless camera move through a variety of environments, from a modern city, through the African plains and on into a traditional Chinese village. To convincingly portray this journey was a challenge, but one that gave us the opportunity to show off our production chops. The sequence needed to quickly and efficiently tell the story of the National Bank of Abu Dhabi, while still allowing the viewer to appreciate the complex detail and quality in each scene.

TECHNICAL CHALLENGE

One of the key challenges was logistical – we had to balance achieving the high level of detail expected while still being able to efficiently manage the scene files. Each section of the story, from the opening cityscape to the African plains and the night time Asia scene had to be created as separate projects, due to the large numbers of objects in each.

WORKING CLEVER

To keep the pipeline manageable we made use of proxy 3D objects – standalone complex 3D meshes with separate animations contained within that are linked dynamically to the main project files, which enabled us to keep the polygon counts low while editing the sequence.

FINISHING TOUCHES

Once these 3D scenes were rendered out we were able to then join them together within After Effects to create the illusion of a continuous elegant camera move. Compositing the hundreds of layers from the 3D workflow together was time-consuming, but allowed us full creative control of the final look. We then added a final layer of lighting, atmospherics and grading to make the sequence rich and vibrant.

The final animation was used by National Bank of Abu Dhabi in many different environments, to demonstrate how they help to play an important and constantly evolving role in the global financial market.

Thank you and your team for the fabulous work you put in to make the NBAD animation. It was delightful to work with someone so on the ball in regards to our brief and vision. You were completely thorough, had great attention to detail and overall I found this a very comfortable experience. I would absolutely have no hesitation to work with you again on future projects.

SARAH READ
Creative Producer
CNBC

“IT WAS DELIGHTFUL TO WORK WITH SOMEONE SO ON THE BALL IN REGARDS TO OUR BRIEF AND VISION”