Judge's comments:

The epitome of computer generated visualisation of a product. Exemplary rendering with hyper realistic detail. An extraordinary achievement.

Description:

Originating in Pōneke, New Zealand, Goodnature is an award-winning company with a simple mission - “Rewild the world”. Creating humane, self-resetting, and environmentally friendly traps ensures less pests and more nature. Continuing with their 19 years of research and development in the trapping market, Goodnature has developed an in-home mousetrap that revolutionises the current market of existing snapping-traps. A device that not only looks good but works effectively, and humanely.

Our task was to develop a visual campaign for “The Clever Killer” that showcases not only the technological innovations made with the trap, but also educates consumers on how the trap operates.

By 3D rendering the trap, we achieved an end result that reflected the concept perfectly - in all dimensions. Traditional in-studio filmmaking would have limited our ability to show off both the trap's visually striking exterior and its complex inner workings. It also allowed us to have full control over the ways the trap is seen, meaning we were able to have better control over dictating the tone of how the trap is presented. Additionally, we were able to focus on the technological developments of the trap that set it apart from others in the market, such as the connectivity, rechargeable battery, and self-resetting function.

With dynamic and energetic movements, we can create a hero piece that is technically slick yet approachable. We started by creating a fully functional 3D twin of the trap in software, ensuring that all textures were photorealistic and its mechanisms were fully operational. We then developed transitioning case textures that could seamlessly switch between an accurate opaque finish and a transparent/X-ray view of the product, giving a clear view of how the product functions - being both educational and technically impressive.

The scope of the campaign was vast, spanning from short teaser animations for use on social media channels, through to an engaging launch campaign piece and supporting educational videos. Producing all of these in 3D allowed us to create a really refined and cohesive selection of work avoiding any pressure on us to get everything right over a couple of shoot days.

Changes were being implemented constantly as the project progressed, allowing for a no-compromise environment to let the concept shine, whilst giving us infinite control over how we approached telling the Goodnature story.