BEHALF / ZEE PROJECT
Client: Behalf Studio
Project: ZEE Agency
Scope of Work: 3D Key Visual
Creative Director: Giang Nguyen
Designers: Anh Nguyen, Phong Pham
Project Manager: Lam Nong
3D Designer: Tung Dinh
Although we know each other for a while, still, Behalf team, for the first time sent me a brief looking for our collaboration in the Rebranding project of Zee Agency. Behalf’s vision on this project is to create a graphical artwork that captures Zee’s creative approach and embodies the essence of their new branding. The visual composition need to have together two halves: 2D - to symbolize the ideation process and 3D - to represent the diverse creative executions that manifest in various forms and shapes. Together, they converge at a single point, echoing the concept of “The Touch of Life” that Behalf aimed to develope for the Zee branding.
“Based in Vietnam, ZEE is a full-stack creative agency that derives its unique approach from the essence of “Lifestyle”. After all, what defines a person's character if not their lifestyle? This ethos is emphasized across all realms of ZEE’s practice through the proposed trademarked catchphrase “Lifestyle-Focused™” to be used across applications” - Behalf Studio
“The brand concept, inspired by “The Touch of Life”, signifies the touchpoints ZEE creates, uniting client brands with their audience’s lifestyle and igniting boundless creative possibilities.” - Behalf Studio
“Zee’s random shape” - from shape to material, developed for Brand Lauch campaign.
The 3D process started with a design brief from Behalf’s designers. We wanted a number 7, created by several shapes. For the first idea, we tried to illustrate some special memories of Zee’s brand by some shapes like emoticons, their trophies, a diamond, etc.
“Zee’s random shape” - first version that we made to illustrate some memories from the Zee’s brand.
However, to make thing simples for all of us, we decided to go with simple geometric shapes with simpler color concept with black, yellow and white transparent plastic.
Some camera angles variation to see how we could play with those final shapes.
After that, I started to play with those final shapes like usual to define the visual possibilities of those creation via different camera angles.
Some close shots are generated by a 80mm camera lens with some DOF.
How about those shapes in black background? We all wanted to know the result with black background. But this time, with a small value of DOF.
Some close shots are generated by a 80mm camera lens without DOF on 16 Jul 2023
More version of those shapes are made for experiments. What I like about this process is to enjoy the beauty of photography theories applied to 3D render.
Some close shots are generated by a 80mm camera lens without DOF on 04 Jul 2023
The first version of those micro shots with high values of DOF. These layouts were designed by Behalf Studio designers then sent to me for transforming them into 3D environment.
Some close shots are generated by a 80mm camera lens without DOF on 03 Jul 2023
“Marking the 7th Birthday of ZEE and the rollout of its new branding, we collaborated with local artisans to create a collection of seven uniquely scented candles, each inspired by a memorable milestone in ZEE’s journey.” - Behalf Studio
“Every individual candle comes with a bespoke holder, shaped to resemble half of ZEE’s monogram while resembling the number 7. A gift set consists of two randomly selected scents that, when “touched,” create the distinctive Z logotype. The set is completed with a premium packaging box.” - Behalf Studio. My job during this mini project is to create a 3D model that could be printed into real product.
The 3D model of ZEE candle
We faced a lot problems while doing this candles since the amount of polygons was really big. To create the random broken surface of their candle, I had to use random noice volume to cut into the main shape then remeshed but still had to keep the quality of detail.
Really dense polygon model after I was able to create the surface effect with broken detail
However, with the production experience of Behalf Studio, we finally were able to solve all problems.
Real product, produced by Behalf Studio
It was no doubt that this project becomes one of Behalf Studio’s featured projects of 2023. For more information on this project, please visit following links:
Behalf Studio’s Behance
Thanks.
Tùng Đinh