Serial Cut designs the campaign for the new Toyota Prius V. Saatchi & Saatchi LA commissioned the Madrid-based studio for Toyota USA. It is the biggest campaign Serial Cut has ever put together. The visuals highlight three features of the new Prius V: more versatility, efficiency, and connectivity. It took several months of pre-production, a six-day photo shoot and two months of post-production to complete the design.

Serial Cut used a youthful, vibrant, and highly contemporary approach to express the essence of the new Prius V and its themes through 3D visuals. Versatility is explained by the large amount of space available in the trunk. A myriad of colorful objects, from kids and dogs to balloons and topiaries, are shown flowing from the car. Efficiency is demonstrated by showing the multitude of activities one could do on the car’s exceptional fuel efficiency. Finally, the new Prius V offers mobiles apps like Bing, iHeartRadio, MovieTickets.com, OpenTable, and Pandora through the Entune system. Visualizing all the apps attached to the car shows the new connectivity. Each object flowing from the open trunk was photographed several times to emphasize the three themes.

Watch a making-of video of the new Toyota Prius V campaign below.

See more of Serial Cut’s portfolio here.

Client: Toyota Prius
Agency: Saatchi & Saatchi LA
Creative Director: Fabio Simoes Pinto
Art Buyer: Cindy Rowe
Talent: Serial Cut
Production: The Mushroom Company

Chrysler is revamping their Dodge brand with a new ad campaign, “Never Neutral.” The campaign is aimed at people who simply enjoy driving cars and aren’t worried about brand reputations. Serial Cut collaborated with Ars Thanea to create imagery of the new 2011 Dodge Durango to launch the campaign.

Serial Cut used CGI to create several slick black on black images of the Durango.  Chrysler wanted strong and graphic images that played to the toughness in Dodge cars.  The images are of the car at different angles to show off the refined exterior. Serial Cut considered adding black smoke in the background or playing with different textures around the car. In the end, they opted to keep it simple and focus the attention on the car.

See Serial Cut’s full portfolio here.

Client: Dodge Agency: Wieden + Kennedy Portland CGI: Serial Cut CGI: Ars Thanea

Pepe Jeans London has been designing and customizing jeans since 1973. London designer Nitin Shah and his brothers, Arun and Milan, started the company in a stand in Portobello Market. Today Pepe Jeans London trades in 60 countries on 5 continents with over 300 stores internationally. Kate Moss, Cristiano Ronaldo, Sienna Miller, Ashton Kutcher and more have modeled in Pepe Jeans campaigns. To tell the story of their brand, Pepe Jeans commissioned Serial Cut to create a vintage-style video.

Serial Cut created the 3D still life compositions that were linked to one another through animation by Carlos Dieguez. To get the feeling of the brand, Serial Cut photographed and researched the Pepe showroom in Madrid. The still lifes focus on the brand’s history and expansion as well as points of pride, such as their celebrity spokesmodels, their collaborations with notable photographers like Bruce Weber, Steven Klein, and Steven Meisel, and their unique denim. One still life in particular highlights Pepe Jeans’ “Good Designs. Quality Fabrics. Different Finishes.”

“A Denim History” can be found in the company’s history section on the Pepe Jeans London site, here.

Client: Pepe Jeans London
Creative & Art Direction: Sergio del Puerto
3D Illustration: Serial Cut
Animation: Carlos Dieguez
Post-Production FX: Jimmy Andersson
Voice-Over, Sound & FX: Radium Audio London

Sony recently released the Bravia 3D television. Already famous for its color power, Bravia is stepping into the 3D market to provide an extraordinary and innovative home entertainment experience. Sony’s 3D models works by incorporating a frame sequential display and active-shutter glasses that work together with Sony’s high frame rate technology to create the 3D images.

Serial Cut demonstrates the power of the 3D television in a Spanish campaign for Tiempo BBDO Barcelona. Serial Cut creates 3D models of multiple views of the television.  First shown in frontal view, the television represents a rich and colorful landscape. Then, to the right, the same television and scene, is represented as a real still life. This is to demonstrate how powerful the 3D experience is on the device. Created using CGI, the landscape details were later enhanced using Photoshop.

The ad is running now in Spanish markets. In addition to the press and web, the ad is covering 32 meter high buildings in Madrid and Barcelona.

For more work by Serial Cut, check out their portfolio.

Client: Sony Bravia
Agency: Tiempo BBDO Barcelona
3D Illustration: Serial Cut
Art Director: Eva Crespo

Ever since he was a child, Sergio del Puerto has been trying to make still lifes with his toys. His love of creating pleasing compositions out of everyday materials has translated into his design firm, Serial Cut. Established in 1999, Serial Cut delivers quality art direction, illustration, animation, 3D rendering, and graphic design.

Pictured above is one of Serial Cut’s newest works, a reinterpretation of the MTV logo to promote The Hard Times of RJ Berger. The MTV comedy series follows the daily life of a well-endowed teenager. Debuting in summer 2010, MTV has renewed the series for a second series to begin in 2011. Serial Cut turns the recognizable “M” into a set of hairy legs underneath a pair of underwear showcasing a generous bulge. Special guest

Typoburger
Client: Burger King Germany

Serial Cut builds a mouthwatering burger out of tasty letters highlighting the fresh ingredients that Burger King uses. Special guest designer: Jimmy Andersson.

Spanish Ham Roll
Client: Icex

This image was published as a poster in ICEX’s annual magazine Diseño. Parma Ham uncurls itself into an “S” to promote Spanish design in the UK. Special guest designer: Jimmy Andersson.

Aztec Fruits
Personal Project

Serial Cut pays homage to the great masters of painting. Aztec designs are worked into a QR code. Special guest designer: Jimmy Andersson.

Rockoil
Personal Project

Serial Cut’s visual explanation of the word “Rockoil,” a mixture of lowpoly rock mountain versus a prominent oily surface. Special guest designer: Jimmy Andersson

fail-ure
A Serial Cut brand

Fail-ure, a Serial Cut brand, is a collection of everyday knits with eye-catching graphics in bold colors.

Making of The Brilliant Design Lecture

Low-fi objects and materials are transformed into a fun graphic for The Brilliant Design Lecture, an all-day event featuring special speakers in the simulation of a retro TV game show. Photographer: Paloma Rincón.

Links:
Serial Cut
Serial Cut at Bernstein & Andriulli
Serial Cut feature on Trendland

LG Electronics recently launched the LG Optimus, an Android-powdered smartphone that synchronizes with all Google mobile services. The LG Optimus aims to be less intimidating and more user-friendly to first-time smartphone users. Says Dr. Skott Ahn, President and CEO of LG Electronics Mobile Communications Company, “This is a device that was designed for regular people who want to jump into the smartphone experience but have been hesitant to do so because of the learning curve.”

Serial Cut demonstrates the features of the LG Optimus with a 3D illustration in the international campaign by BBH Singapore. A pop-up accordion unfolds behind the phone, each panel representing a different capability. The phone is G-mail and social networking friendly, and perhaps the most unique feature is Wikitude: a mobile application that uses Augmented Reality.

Close-up of the LG Optimus campaign by Serial Cut

Creative Director Sergio del Puerto explains, “Augmented reality is a technique that overlays virtual vision and its information on the real world to enhance human visual perception. Current applications of Wikitude, such as Wikitude World Browser and Wikitude Drive, run on smartphones. These applications can only be used for iPhone, Android, and Symbian software platforms as travel guides and personal navigation devices. Currently, Wikitude World Browser is used for a travel guide. Users can get web-based information about points of interest, where to eat, description of buildings, and architectural images of historical places.”

While the phone is decidedly high-tech, the image draws on something much more simple: paper cut-outs. Serial Cut overlaid texture and worked with lighting and shadow to create an intricate folding piece that looks as if someone had spent hours working on real cut-outs, as they has also been known to do.

Each piece has different textures applied

For more work by Serial Cut, check out their portfolio.

Client: LG Intenational
Agency: BBH
3D Illustration: Serial Cut
Art Director: Sergio del Puerto

The response went beyond expectations. What first started as paid media took on a new meaning when the campaign blew up on the blogosphere and began getting picked up by media outlets such as The New York Times, the official publication of the United Nations, Popular Science, and The Wall Street Journal. The augmented reality demonstration video on YouTube received over a million hits, which was then followed with over 80,000 views of user-generated videos of Augmented Reality.

To demonstrate the success of the campaign, GSPSF hired Serial Cut to build 3d information graphics for an animated case study. The engaging two and a half minute video demonstrates facts and figures from the campaign in a light-hearted tone, paired with the 3d informational graphic world that Serial Cut created. The case study is shown above, to view more work from Serial Cut click here.

Art Director: Caio Lazzuri
Print Producer/Art Buyer: Katie Borzcik

Serial Cut produced all assets to advertise the GE Smart Grid campaign success from Goodby Silverstein & Partners Augmented Reality online experience.