Category Archives: Commercials

Cinematographer Shuntian Jiang works alongside one of China’s biggest stars for new Descente commercial

When Shuntian Jiang decided he wanted to make movies, he considered being a director. However, he discovered quickly that directing is often more managing and hustling than it is creating. Jiang knew that lifestyle wasn’t for him; he is an artist. He quickly fell in love with cinematography, because the only thing that makes him happy is to tell a good story with emotional images.

Throughout his career, Jiang has shown the world why he is such a celebrated cinematographer in China. His contributions to countless productions, including La Pieta, Path to Salvation, and No Home for Young Man, have impressed the masses, with his passion and determination shining through in every shot.

“When I was growing up, I never felt like I could work a regular office job. Just the thought of it killed me. I think I’m very blessed to become a working cameraman. I love to wake up each morning and go to a strange location and make it look nice. I also love the vibe of a production, people with the same passion making movie magic happen,” he said.

One of Jiang’s more recent projects is a commercial for the Japanese sports clothing and accessories company Descente. The purpose of the commercial series is to promote the 2019 spring/summer apparel, featuring international movie and TV star Daniel Wu.

As the cinematographer, Jiang worked closely with the client and director as well as the still photographer to come up with the look to best showcase their product and the charisma of super star Daniel Wu, best known for the Netflix series Into the Badlands. Wu is a legend in Hong Kong cinema, and Jiang was honored to work with such an icon and create a series of commercials for a famed brand like Descente, which was formed in 1935.

“Descente is a good combination of fashion and function. The quality is very good, the fabric texture is very hi-tech, which is great for extremely close up shots. The designer has included many details in the clothing, so I can get a lot of different close ups for different looks. Basically, there are a lot of options for how I can show the products,” said Jiang.

Descente bts with star Daniel Wu gaffer Guoqing FuThe commercial features Wu participating in a variety of sports in different Descente outfits to showcase the function of the product through his charisma. There were eight different looks, and they had to shoot everything in a singular day, which was an enormous challenge but one Jiang looked forward to. It was a daylight shoot, so he didn’t use any lights. He had a grip team just to hold all of the equipment to follow the star so he could move quickly without sacrificing quality. In a shoot with such a short time frame, this approach was essential to the commercial’s success. Jiang had everything planned perfectly during pre production to ensure a smooth shoot. He scouted the location and took photographs of each possible frame beforehand to show the director. His work ethic was outstanding.

“I liked the working style of this commercial; it is a little different than other shoots, but it was still a very interesting experience. We really needed to focus to make sure there were no mistakes, but once a look was completed, we relaxed a bit while we planned out the next one. This made it feel more like 30 minutes of intense work here and there rather than an exhausting 12-hour day,” described Jiang. “Another thing I really liked was working with Daniel, he is such a big star but he is very humble and professional.”

The Descente commercial was distributed on the WeChat page. WeChat is the most popular Chinese chatting/social media app and has more than 1 billion users. The commercial is also displayed on the front page of Descente’s official Chinese website. All the site visitors see it immediately, where it links directly to the products.

“Even though everyone was expecting this project to be a success, because it’s a very well-known brand with a very well-known star, I’m still really happy when my friends and family see the commercial. They just see it randomly on WeChat, without me sharing it to them. It’s such a great feeling,” he concluded.

By John Michaels

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Director/Producer Jamly Yang shoots moving commercial for Nike

As an industry leading producer and director, whenever Jamly Yang steps onto a film set, she is a leader. She is in charge of both the artistic and business sides of the production, ensuring everyone works harmoniously to make the best piece of art possible. When directing, she is highly creative, looking at each shot from an artistic standpoint to make the film a success, and when she is producing, she ensures each project she embarks on reaches its maximum potential.

“The responsibility of a producer is not just making sure the production makes a profit, but also to have eyes for stories that can change people’s lives,” said Yang.

These stories are what Yang is known for and are evident in her films The Screenwriter in the Restroom, The Invisible Superman, The Milk Tea, and many more. She also brings that sense of storytelling to her commercials, and with award-winners like the Alpha Browser Commercial, Doritos Campaign, Folgers Coffee, and beyond, she knows how to make an advertisement that not only resonates with consumers, but also entertains.

Yang has worked with many renowned brands throughout her career, including Nike. Yang shot for the iconic sporting wear company back in 2017 for a campaign that went on to win Best Commercial at the San Francisco International New Concept Film Festival 2018.

“This is a trend in the commercial industry, using stories to sell products. It is a trend I both enjoy and believe in, and I love making commercials that move audiences not only to buy something, but also get them to feel something,” said Yang.

The commercial tells the story of three generations of a family. A man gave all the best to his son, and now that the son is a father, he tries to impart some of his own father’s wisdom to his son, and Nike is a part of that. It is a beautiful story.

“Most Nike commercials we see are all about strength and power, but how do you bring more customers who are not entirely about that lifestyle, but who are just normal people who need to exercise every day? You need a touching story. Everyone has a father, everyone runs. Everyone has something from their parents that they cherish. For this Nike commercial, it’s a pair of running shoes that ties to three generations,” said Yang.

The commercial was shot at Land’s End, one of San Francisco’s most iconic spots and a beautiful scenic backdrop for the video. Yang directed, produced, and wrote the commercial, handling the majority of the responsibilities from casting to distribution. She is thrilled to play such a large part in such a successful commercial, especially because she is and has always been a fan of Nike.

“Everyone likes Nike. It’s so iconic to the point where they almost don’t need commercials at all. It is more like a culture than just a sporting wear company, and that’s how Nike differs from other brands,” she concluded.

Check out Yang’s moving Nike commercial here.

 

By John Michaels

Character Technical Director Qiao Wang revolutionizes animation tech for Lexus commercials

When watching the animated 2011 hit Rango, inspiration struck Qiao Wang. At the time, he was a graphic designer, creating still images, but when watching the film, he was transfixed by the technology used to create such realistic computer animation. Always a fast learner, Wang began to study new styles of mathematics and computer science to combine with his artistic background, wanting to create similar films to that which so motivated him.

“The visual effects industry in filmmaking was still fresh and new to the world, and not a lot of people knew what it was in my country. I enjoyed what I did as a designer and artist, but I would have definitely changed my career path earlier if I knew what VFX was,” said Wang.

Since that time, the Chinese-native has gone on to become an internationally sought-after Character Technical Director and Character Effects Artist. Using his skills in both mathematics and design, Wang helps to conceptualize some of the most beloved characters in many recent popular films, including Rocket the Racoon and Groot in the mega blockbuster Avengers: Infinity War. Not limiting himself to just one medium, Wang has collaborated with Justin Timberlake on his latest music video, “Filthy”, and worked with world renowned companies, like Target, on national commercial campaigns.

“Qiao is both technical and artistic, he contributed to the team and film’s success in many aspects, including troubleshooting and solving technical issues on hero characters, and developing aesthetics for character cloth and hair simulation and skin deformation,” said Fabrice Ceugniet, Creature Pipeline Technical Director at Method Studios.

Ceugniet and Qiao worked together at Walt Disney Animation Studios on the upcoming film Ralph Breaks the Internet: Wreck-It Ralph 2 and Godzilla: King of Monsters. The two had previously worked together many times, and recently worked on a commercial series for the leading automotive company Lexus. The commercials, such as “2018 Lexus Golden Opportunity Sales Event: Lap the Planet” provided a unique and fun challenge for Wang, who delivered both technical and art direction to the digital Lexus vehicles. He took on many responsibilities for the commercial, working closely with the Character Supervisor, CG Supervisor, VFX Supervisor, Producer, Art Director, Model Maker, and Animators.

“Vehicles are like characters, they have characteristics. Especially Lexus vehicles; they are not only transportation tools, but also a work of art to me. To be able to help build extremely realistic CG Lexus cars sounds very cool, especially as they are the best-selling luxury cars in the United States. I’ve done human characters, cartoon characters, spaceship vehicles, utility vehicles in feature films, and more, but this was a type of project I’ve never done before. I always love to experience new challenges,” said Wang.

The goal was to create realistic CG Lexus cars to express their high performance. This meant that everything had to be exactly the same as the real cars. Wang was up to the task, so he first started doing research and development on rigging setup for cars, watching many videos to find out the details of movement of a race car’s wheels, suspensions, etc. He also had a few meetings with animators to ask them about what needed to be provided. After all that, Wang did not use the auto mastic vehicle setup tool to rig the cars. Instead, he scripted his own procedural Lexus cars rigging tool to provide animators with only a few very intuitive custom controls. He was also able to widely use the ‘Piston’ rigging system that he personally developed previously to fix bugs and improve features to make it a very powerful component in our character technology pipeline. These systems require less setup time and provide institutive and realistic controls for improving the motion of vehicles and many auto parts. On top of all this, Wang also solved wheel spinning motion blur issues to achieve the realistic yet artistic wheel effects. It requires a lot less rig rebuild time when there are model updates for over 10 vehicles. Undoubtedly, the vast technological improvements that Wang implemented saved not only him, but the entire team time, money, and effort.

“I really like the fast pace of this type of project, and the final results are fantastic. The whole production process went super smooth. I also like the different ways of logical thinking to explore and solve various fully mechanical rigging challenges for the vehicle parts,” said Wang.

The commercial series was to promote the 2018 Golden Opportunity Sales event for Lexus. Wang’s work was pivotal to the commercials’ success, and ultimately that of the sale. The company knew they needed someone with his talent, which is why they reached out to him in the first place to take the task. Wang did not take this honor lightly and is extremely happy with the outcome.

“It always feels great to know that our work is helping clients to make more money. I was amazed at how real those cars look, and how beautiful. Even though I work in the industry, if no one told me, I wouldn’t know those were computer generated cars,” he concluded.

Watch the other commercials in the series, “2018 Lexus Golden Opportunity Sales Event: Always in Your Element” and “2018 Lexus Golden Opportunity Sales Event: Higher Standard”.

 

Written by Annabelle Lee
Photo by Shino Tang

China’s Aaron Wei on the importance of VFX and living his dream

Avatar, Star Wars, The Lord of the Rings. It isn’t difficult for cinephiles to think of how visual effects broadened their minds, transforming their favorite films and making the impossible, possible. In modern entertainment, it is an essential part of the filmmaking process, often in the most unobvious ways, cleaning up blemishes that makeup cannot, or adding a pivotal piece into the background.

“VFX visualizes the idea and surreal environment the writer has in mind. It enables so many possibilities, empowering the film production. VFX is the most direct way to translate the idea to the viewers. It is just stunning, period,” said Aaron Wei, Senior Compositor.

Wei is celebrated in both his home country of China and the United States for his work in Visual Effects. Using his skills to help make projects like The Americans, Unbreakable Kimmy SchmidtShades of Blue, and Gypsy the successes they have become, millions around the world have seen Wei’s work, and often didn’t even know it. He strives to make his work unidentifiable and natural, knowing that it will help audiences feel fully immersed in the story.

“Aaron is a passionate and talented artist. His enthusiasm and perseverance was evident in his approach to each project,” said Eran Dinur, Visual Effects Supervisor.

In addition to movies and TV shows, Wei enjoys using his skills on commercials. Companies like Toyota and Smart Car have benefitted from his artistic knowledge, and he loves being able to see his work on a YouTube ad or national television screens, which is just what working on commercials offers on a regular basis.

In China, Wei has worked with industry leading companies, like Canon. In 2013, he worked on the camera company’s commercial. He knew that for such a popular company, he had to ensure every shot was perfect so not to damage their reputation and to draw consumers to the product.

“We needed to composite a Canon camera bag on the model’s shoulder. The work was done by another artist, but I found the shadow casted by the bag put on her was not convincing. Then I took over, looked very closely at the real shadow on her clothes and creatively painted the shadow for the bag. Because I was trained as a painter for a long time, this task was not very difficult for me, but could be very challenging for others,” said Wei.

Wei also worked on a unique project titled The Soul of Dance to promote the work of the Tang Hui Studio Department back in China. It was creative work for building the company’s image, like an experimental lab.

“It’s like there’s no limit of what we can do. No clients’ requirement and no official deadline, it’s like a dream position. This project was one of many I have done in the studio,” said Wei.

Rather than using video editing software, Wei worked in Photoshop, using filters to create each key frame for the video, and then did the final assembling in After Effects. This approach was unconventional, but it worked. Even years later HuiTu image showcases this video as their iconic work in the company’s history.

Undoubtedly, Wei has had an extraordinary career, with many exciting projects lined up. For those looking to follow in his footsteps, he offers the following advice:

“Make sure you understand what the career you are heading into entails. I have seen people complaining about the job, saying things like ‘I don’t want to face the computer all day long in a dark room.’ Yes, that’s exactly what your life will end up being, so make sure you are okay with that. Understand your passion and personality. Before you pick up this job, do some research on the different departments in this industry. There are CG artists, producers, compositors, technical directors, creative directors, and so many more. You may excel better in one concentration than another,” he advised. “But most importantly, love what you do, and try harder. You may be asked to execute an idea that you do not necessarily agree with, and you may strongly believe your idea is better, but you have to give the higher-level executive what they want. You can certainly bring your idea up, but in the end, you are doing whatever your clients ask for, and they are always right.”

Art Director Phenix Miao helps raise thousands for Itron Battery Crowdfunding

Not many children can grasp the understanding of color and architecture the way China’s Phenix Miao could. At a young age, he was quickly able to spot the small details in furniture and props in daily life. It was a hobby and skill that he quickly realized could transition into a career. Working as a successful Production Designer and Art Director, Miao is now a leader of the industry in China.

Throughout his career, Miao has shown what a dynamic Art Director he is. With his work on films such as Shanghai Sojourner and Lottery, Miao’s attention to detail and vast talent is evident. He also lends his skills to commercial work, recently creating a series of promotional videos for Lepow and another for Itron Battery to promote their crowdfunding. With an outstanding number of viewers online, the Itron Battery commercial is one of his greatest successes in his esteemed career.

“Phenix is a very rare talent with both marketing and artistic sense. We worked closely on the Itron commercial, talking a lot about budget and production. Phenix was vital for the success of the commercial, and even found the location at a very affordable price, which helped the feeling of the film. He helped me to balance the art and budget so well. He is an expert when controlling the costs of everything. Phenix understands the difference between marketing value and artistic value, and he understands people. From his angle and visual aspect, he did a great job making the crowdfunding video look appealing. A crowdfunding commercial should be tangible and amiable, not chasing perfect as a normal TV commercial would. Phenix told me that crowdfunding is not charity, you need to let people feel this is a hopeful product and company. This outlook inspired the team. His outstanding communication skills allowed everyone to clearly understand what we were doing. He is a great leader and creator,” said Alice Fan, Producer.

The Itron Battery commercial advertises the company’s portable battery bank, the world’s fastest portable charger. It completely charges in 18 minutes, and within three minutes, one phone can be charged. The commercial showcases the product while still being comical and informative. It features two leading characters, one explaining the charger, and another looking to purchase one. They run through many different scenarios in which one may need a charger, leaving viewers both entertained and in need of the product.

“All the people that worked on this commercial were so professional. We did our work really fast, because we were so familiar with each other. From scene to scene, people just did everything very naturally. There was such chemistry, everything was as natural as breathing,” said Miao.

This commercial was not Miao’s first experience with a crowdfunding style video. He previously helped to raise $217,501 USD for Pivot Turingsense crowdfunding, achieving 274% of their goal, and for HiSmart crowdfunding, they reached 531% funded after raising $297,106, with the videos being the main source of awareness. That being said, the Itron commercial was by far the most successful, with hundreds of thousands of views online and reaching 706% of their goal by raising $289,472. It was also an Official Selection at the 2016 International Peace & Film Festival in Orlando, Florida.

“I still feel really excited about this commercial. When I hear so many people talk about it, I almost want to run up and interrupt them to let them know that I worked on it. That’s how proud of it I am. It is a big success in three aspects: art, commercial and crowdfunding,” he said.

Miao and the Director of the shoot, Peter “Zhen” Pan, had known each other for ten years when the opportunity to work on the commercial arrived. Miao is the director’s go-to art director and was the first person he reached out to. After reading the script, Miao accepted right away.

“Peter and I are golden partners. He knows I am a great Art Director that is full of ideas and the perfect match for what he wants. He just called me and told me the details about this project and we started working on it that same night. He always gives me enough space and time to design and develop my ideas. He fully respects me,” said Miao.

As the Art Director, Miao was in charge of the overall look for the commercial, selecting the best and most suitable artistic elements while leading the creative team. He designed a concise, natural, and clean aesthetic while controlling the style. He understands the difference between market value and artistic value, setting him apart from his colleagues. For this Itron commercial, he designed the color tone with Pan and knew to keep in mind the difference between a regular commercial and a crowdfunding commercial. He made sure to meet the requirements while planning the artistic elements around the brand, creating a higher brand value for the video. This allowed the product to stick in customers’ minds.

What was perhaps Miao’s most considerable contribution to the commercial, however, was finding the location of Elliston Winery. Miao enjoys working in historical settings, and the winery is no different. When decorating a historical set, Miao plays with the flavor that they bring to the table and plans everything around the atmosphere they possess. His passion for the location was passed onto the entire cast and crew. They treated it like their homes, making sure to respect every piece of furniture and brick in the building. Such respect for his setting and its parts is a main reason Miao is such a formidable artist and leader.

“I have been Phenix’s Assistant for years, but I also see him as my guide in my film career. He is not only in charge of the art department but is also a tremendous team leader. He understands style and perfectly controls the appearance of every image. Phenix is a great mentor and teaches me all of his techniques and knowledge. He is a talent but also very easy going. Phenix always knows how to take a director’s idea and turn it into something special. He knows how to make the effects suitable and always has new, practical ideas that come from his plethora of experience. I think the fact that he has also worked as a director and writer allow him to understand the role of the art director even better, and it sets him apart from the rest,” said Qin Zheng.

Watch the Itron Crowdfunding commercial here.

 

Photo taken by Peak City International Film Festival, Phenix Miao and John Whitaker

By Sean Desouza

Director and Producer Ron Grebler talks living his dream and captivating audiences

Ever since Ron Grebler was a child, he knew he wanted to direct for the big and small screen. Growing up in Toronto, Canada, he loved watching movies. He always enjoyed being transported to a new world through a film, with each image impacting his emotions. When he would watch, he felt fully engaged, and knew from early on that he wanted to be a cinematic storyteller. Now, he is a top Director and Producer in Canada.

While working with AXE and “Canada’s MTV’s MuchMusic”, Grebler helped take a revolutionary advertisement to the next level. Promoting AXE Hair Products, Grebler produced and directed a series of branded videos for the network’s “Spring Break Special.” The first of its kind on the network, three segments were seamlessly integrated into the hugely successful special to look like programming, not commercials.

“It was flattering to be chosen to work on a new concept of content with such an entertaining and iconic brand. As a commercial and branded content producer and director, it’s a rare opportunity to be asked to launch a new product for a successful brand. AXE was known for its body sprays and very entertaining commercial spots. When they were launching their first line of hair care products it was hard not to jump at the opportunity,” said Grebler.

What made the project fun for Grebler was the “hidden camera” aspect of the commercial. Part of the videos featured the main talent of the commercial asking vacationers questions about his hair, and the unsuspecting vacationers were unaware they were being filmed. This created a fun energy that was maintained throughout the three videos.

“It’s easy to work with Ron. He genuinely loves the craft of producing and directing and wants to put as much as possible into every commercial. We continually chose Ron because of his reliability, professionalism and his creative style. He was a ‘one stop shop’ for production, and we were confident that the final product would be engaging and of high quality. He has a producer/director’s ‘personality’. He’s creative and quick thinking, clear-headed, and dedicated to crafting the best programming possible with the budgets he’s given,” said Randall Graham, the Creative Director of Brand Partnerships and Commercial Production at Bell Media.

The campaign went on to be a large success for both AXE and MuchMusic. Despite the challenges that arose from shooting in Cancun, Mexico, the most popular Spring Break vacation destination, Grebler rose to the occasion. Without him, the campaign could not have achieved what it did.

“Working with Ron is often a fast paced and well thought out environment. Ron is always determined to exceed the expectations of his clients which often means maximizing every available minute. Being in a foreign country with limited tools at our disposal outside of what we brought allowed Ron and crew to think and operate outside of the box yet maintain high standards of production. Working with Ron is, at its core a job but also a classroom. Ron is a vast vault of production and creative knowledge which he is happy and eager to share. In all my years of knowing Ron, he’s always had the mentality that learning never stops and teaching others is always an available opportunity. Ron is always encouraging, positive and motivational on set which makes the complicated and sometimes unpredictable production days not just manageable but fun as well,” said KJ Fuhrman, the Production Coordinator of the campaign.

Grebler is known for his outstanding and memorable commercials. In addition to the AXE campaign with Much, he recently worked on a group of national  commercials for Belair Direct. The campaign was seen by millions of viewers across Canada and was highly successful for both Belair Direct and Grebler.

“Working on a commercial of this magnitude was a lot like juggling 300 hundred balls at once. There were so many little details, all time-oriented and interconnected, and if one falls, the others fall too. It was crazy but it was fun,” said Grebler. “There’s also that satisfying feeling of turning on the TV and seeing the spot I worked on for 3 months appear on different major networks. It’s also cute when my mom and dad call me to say they saw my spot on TV.”

Working with FUJI, Grebler reached an even bigger audience than Canada, as his advertisements were seen all around the world. Working as the director for the campaign, Grebler created two separate commercials, one for national television, and the other for internet use.

“It was an intense, short project that necessitated a lot of focus and particular attention to detail. I was strongly involved in the pre-production and production design, especially when it came to sourcing props and building sets. I was very hands on because for both the agency and client, the overall look of the set was extremely important. Since the concept included having a hand built craft to be used as a ‘hero’ prop, I specifically chose the artist to construct it and oversaw and approved the construction and color scheme,” said Grebler.

The decisions that Grebler made for the commercials led them to be immensely successful. FUJI then decided to launch the commercials in Japan, and are considering a roll out to other international markets.

Ron brings a fresh creative perspective as well as a lot of focused energy, enthusiasm and organization to every project. He has a depth of experience across many different brand categories and demographics and knows how to make every video unique, visually appealing and successful in its goal. He excels at translating the agency creative and client brief and crafting it into engaging video content that will keep consumers and audiences tuned in … and that’s the whole point of a commercial,” said Rebecca Hamilton, Chief Executive Officer Fish Out of Water Design, the agency that created the commercials.

Grebler’s reputation of being extremely thorough while working extremely quickly make him extremely sought-after not only in Canada, but internationally as well. He is truly exceptional at what he does, and his passion for what he does shows in every project he works on.

You can watch the FUJI commercials here.

 

Art Director/Motion Graphics Designer Ilya Tselyutin’s Innovative 3D Revolution

Art Director/Motion Graphics Designer Ilya Tselyutin specializes in a field of media technology so advanced that it almost seems he’s straddling a unique cusp between day to day creative facts and out of this world science fiction. Already recognized as a master in his field—a fast moving discipline that combines graphic design and animation in motion picture title sequences and television commercials—Tselyutin also excels in the exotic field of spatial augmented reality.

“This is also known as projection mapping, video mapping and 3D mapping,” Tselyutin said. “One of the earliest public displays of projections onto 3D objects was Disneyland’s Haunted Mansion ride back in 1969, but it wasn’t until the early 2000’s, when more advanced tools and software became available, that artists began using projection mapping in artwork.”

“It is a special technology used to display moving objects on various surface as a video projection, so, for instance, an entire building can be turned into a multimedia installation and become a part of a compelling story.”

The California based Tselyutin’s singular palette of skills, both as a creative artist and technical innovator, made him particularly well suited to explore this territory, a long-standing interest which he first he became involved with as a university student back in his native Russia. His fascination with 3D graphics, animation and design coincided with formal training in computer science and provided an ideal confluence for opportunity when the technology first arrived in the country in 2009.

“I was working at Channel One Russia as a broadcast designer,” Tselyutin said. “I was constantly exploring other areas of 3D motion graphics and the ways it can be implemented. And when I heard the Radugadesign agency was looking for 3D professionals to work on something that was quite new and challenging I was eager to try it.”

Audi-3.jpgAudi-2.jpgThe Moscow agency was the perfect new professional home for the talented, ambitious Tselyutin, and he quickly distinguished himself in the vital new field. “I saw great potential in this and left my job at the TV channel to focus solely on 3D mapping and augmented reality,” he said. “And 3D mapping technology was unheard of in Russia when we created the first car projection show for Audi in the country.”

Created for the 2011 Audi Car Design Awards the spot featured graphics that changed the colors and tires of a 3D car model and established Tselyutin as a fast-rising 3D sensation (see it here). “I took part in all of the 3D mapping projects while working at Radugadesign,” Tselyutin said. “We worked on commercial projection shows for such clients as Audi, Samsung, some national mobile operators and many others.”

 Tselyutin’s dedication and groundbreaking achievements benefitted everyone involved. “Working with Ilya was always a very pleasant experience,” Ivan Nefedkin, Radugadesign founder-CEO, said. “He was one of very few professionals in Russia who completely understood the specifics of 3D augmented reality. There was no really a university degree for what we did, so there were only a few people who could do the job. He always went extra mile to support our team by overtaking the hardest tasks to make sure the project is delivered on time—on the Audi projection show, he would stay up working all night. Ilya played a critical role in establishing Radugadesign as one of the country’s leading media agencies.”

Tselyutin’s professional reputation as an innovator and visionary quickly spread throughout the international media world. “Right after we produced that first car projection show, many agencies in Russia and abroad started implementing the same technology,” Tselyutin said. “I was invited to produce a projection show by the National Institute of Technology Kartanaka, Mangalore, India, who were quite impressed by what we were doing in Russia. I began receiving many offers from all over the world, and decided to move abroad.”

Currently residing in Hollywood, where he serves as Art Director/Motion Graphics Designer at the prestigious Trioka agency, Tselyutin is still breaking new ground, always expanding and elevating his technique. “Working on those challenging projects helped me master a great variety of new skills,” he said. “The most important knowledge I gained was learning how to successfully generate dynamic visual effects on static footage for a completely immersive effect. This proved to be very useful later on in my career,

Taken with an already impressive roster of achievements, the influential Tselyutin’s future potential is limitless.

“Ilya has a unique set of skills,” Nefedkin said. “From the advanced technical knowledge he acquired studying computer programming to his outstanding graphic design skills—he always came up with new creative ideas, challenged himself and the whole team, and pushed the boundaries of what was possible. Our clients loved it. He never ceased to amaze us with his both creative mindset and perfect technical execution.”