Water Goes Bananas at DMG and Fusion CI Studios

Fusion CI Studios and Department of Motion Graphics pooled talents recently to create this lively spot for New Zealand creative agency, Sugar and client, Fonterra.

Fonterra's new "smart" water, "Whole", leaps into the air then transforms itself into shape after shape - first a brain, then a bridge, then bananas - displaying a vigorous character and life of its own.

"From the moment we first laid eyes on the storyboard, we knew this was going to be one of the most challenging projects we had ever undertaken at DMG," says Linds Redding, Creative Director.

"If we had grasped at the time, just how challenging - we might well have thought twice about saying 'yes' with such unseemly haste.

From the outset, we realised we were going to need some specialist help and we were lucky enough to fall into league with the brilliant Mark Stasiuk of Fusion CI Studios in Santa Monica, California."

CG fluids remain among the most confounding effects to achieve natural looks and behaviors, and to push that even further by morphing cg fluid into specific shapes demands advanced skill.

Mark Stasiuk, co-owner and CG sup at Fusion CI Studios was very excited about DMG's project as fluid morphing behavior is a technology his studio has been developing.

To add the challenge of applying these new methods to a spot where fluid is a mischievous & clever main character was exhilarating... if not daunting.