Houston Group 14 Ampol
Creative DirectorsAlex Toohey, James Calpis
Team MembersKyle De Raedt, Erin Schaffer, Stuart O'Brien
Relaunching a premium, Australian-owned fuel brand in an already saturated market required the rapid establishment of comprehension and a deep sense of trust from industry, staff and consumers alike.
To support the AMPOL team and consumers to understand the functional benefits of a more expensive fuel product, the agency was briefed to solve the problem: how do we use more than words to convey concepts we can’t necessarily see? How do we demonstrate the ‘how’ and the ‘why’ of AMPOL’s premium fuels’ effect on the combustion engine process, including improved performance and mileage, in honest, accurate visual terms?
In collaboration with AMPOL’s specialist fuel product team, the agency set out to educate and inspire the consumer with the technical advantages of AMPOL’s innovative premium fuels.
The solution was to create a 3D animation demonstrating the fuel’s journey through the engine, highlighting AMPOL’s unique fuel additives as they clean, protect and optimise engine performance, at the same time showcasing the fuel’s functionality throughout the high-pressure injector spray, combustion chamber, and compression and ignition within the cylinders.
The agency collaborated with globally renowned 3D imaging specialists FutureDeluxe from concept to final production, combining the disciplines of design, mechanical engineering and animation technology to craft a moving image of the fuel’s journey.
The resulting digital imagery was executed in a cinematic, hyperreal style with an emphasis on attention to mechanical accuracy, effectively ‘lifting the bonnet’ on an intangible mechanical process to visually demonstrate the advantages of paying more for a premium fuel product.