On-Air Promo Campaign | Art Direction
SVP Design: Erik Friedman, VP Creative: Christina Black, Creative Director: Melody Regnier, Design: Andrew Galloway, Photography: Oscar Rivera, 3D Animation: David Winkfield, Jerred North, Justin Acree, Adam Sockett, Rotoscope: Dorca Musseb
The Ray Donovan S6 packaging was created entirely from still photos treated with visual effects. Since the new season of Ray Donovan takes place in NYC, we wanted to feature the city in an iconic way, but needed to create a look completely different from Billions. To achieve this, we shot in multiple boroughs, using the show's location list as a starting point. It was important to find locations where we would realistically encounter Ray.
The photos were shot early in the morning, over several days without a crew. To prepare the high res images for 3D, the first step was to trace and cut up each image to separate foreground, middle ground and background. Once the layers were divided, we used Cinema 4d to create 3d models of the architecture and then textured them with the original photos. These models allowed us to control the movement and variable lighting of each scene. Working this way gave us the ability to get movement, angles and lighting we'd never be able to get in-camera. Once rendered, all the 3d animation was composited in After Effects and then color corrected with DaVinci Resolve to achieve an ominous early morning glow.
Ray Meets Hopper
We ultimately landed on a direction that felt both photographic and graphic, but definitely Ray. It needed to feel like spaces where Ray would work during odd times of the morning, but still feel iconically NYC.
We explored a ton of directions before landing on the one we ultimately went with.