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/ About / Made in ELRO / Zlounge billboard

Creating Zlounge Billboard

Your run of the mill dating website ad would have a beautifully chiseled couple in bathing suits running on the beach holding hands with a caption “XYZ Dating”. Our final product, the billboard, needs to visualize the transparent ease of communication between two people through the ZLounge dating website, in needs to convey the non–threatening lounge atmosphere, the elegance of the design and finally it needs to reinforce the ZLounge brand.

Zlounge billboard

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Sketching the scene

Artists create numerous situation sketches of a lounge chat theme. A concept of a young couple sitting across from each other is selected. Finalized details of the surrounding emerge from client meetings and focus groups — translucent computer screens, wireless keyboards and the cornerstone of the composition — custom modern sofa in the shape of ZLounge logo.

Photo shoot

Models take the poses decided on in the sketches; stacks of books allow us to quickly adjust the height of the subject. The most difficult part is instructing the models on how to use the imaginary keyboard and look at an imaginary screen. Continuous sound of the shutter assures that we will have the shots we need.

Virtual 3D furniture modeling

Two perfect shots are selected; one copy of high resolution slide scans goes to 3D department, the other stays in the design dojo. Images of the models are painstakingly lifted off the originals, minding the finest details like strands of hair, shoelaces and stiletto heels. 3D designers create models of the furniture based on the original drawings, simplified skeletal stand-ins are seated on the virtual ottomans. Multiple initial rough renders are performed, virtual scene lighting adjusted to match the photo studio. With lighting squared away, we add final details to the landscape — monitors, keyboards, mice. A couple of semi–final proofs and render farm is off on the final stretch.

Cohesion

After two days of buzzing the render farm produces the new interior stitched together from thousands of computed elements. Images of the models are brought over to their spots. Scores of little details are taken care of — shadows of the stand–ins are adjusted to match the real models’ perfectly, light reflected off the furniture on the clothing and shoes. Placing of hands on the keyboards requires filigree work of the designers. Many hours of Photoshop magic add the finishing touches.

...And Finally

Three weeks from the initial concept, hundreds of man–and computer–hours later we have a photo of a nonexistent reality, the billboard is ready.

The best ever endorsement of our work is a question “Where did you buy this furniture set?”.

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