Fridge Raiders Poppers
- CGI Food Visuals
THE BRIEF
Initials CX asked me to create a range of mouth watering visuals for Fridge Raiders latest snack. The assets needed to communicate the delicious crunch of the crumb and pure chicken breast of the poppers. At 5000px delivery for the stills, they also needed to be able to hold up under close scrutiny. They were then brought to life as the poppers rolled across screens for the social campaign.
THE RECREATION
I was lucky enough to receive a box full of these bites. Referencing and understanding the product is essential to realistically representing it in 3D.
As I was handling the product I began to understand it's structure a little better. While the outer crumb layer consisted of loose crumbs, the majority of the crumb was a solid coat. I created the asset with this in mind. Using Substance Designer, I created a base crumb material. Individual crumbs were then scattered across the base material.
Nacho Popper 3D Asset
Nacho Popper Photo Reference
Garlic & Herb Popper 3D Asset
Garlic & Herb Popper Photo Reference
THE CHICKEN CHALLENGE
The 100% chicken breast ingredient is a key selling point of the product. Yet to form the ball shape of the popper, the chicken is minced. This process means the real popper doesn't look like the pure chicken breast that it's made from. The freedom of CG allowed a balance between whole breast and minced nugget, bringing a key selling point back to the forefront of the campaign.
The material detail gave a clean, minced chicken appearance.
The strips of geometry created a torn breast look.
THE IMPACT OF LIGHTING
A high contrast lighting set up adds high-end appeal and mouth watering temptation.
BRINGING THE CAMPAIGN TO LIFE
Along side the OOH campaign was a 10 second animation that would launch the new product across social media.
The team at Initials CX provided a rough storyboard of poppers pouring and bouncing across the screen. There would be three animations in total, one for each flavour and then a mixed version. I built the animations to allow each individual popper to switch flavour in post. This sped up iteration and avoided unnecessary rendering time.
THE RESULT
An eye catching, chicken popping campaign! I was proud to see these visuals across billboards and social media. Thankfully, so was the client and the team at Initials CX!
Got a project in mind? Get in touch!
jodie(at)jodieleedurkin.co.uk
