Navy Submarine Recruitment: Determination (close-up)

George Patterson Y&R Melbourne commissioned Electric Art to bring to life their Navy recruitment advertising campaign.

The concept created by senior team Ant Simmons and Alex Wadelton, aims to encourage men and women 16-24 years of age to join the Australian Navy as Submariners, with the headline asking the question 'what will surface' in you?

The concepts depict the inspirational words Determination, Courage and Confidence emerging from the ocean's surface in the shape of submarines. Each word is intended to portray the personality traits that can be developed further whilst serving one's country in the challenging role of a submariner.

The team at Electric Art combined photography, retouching & 3D imagery to build the final images. The first step was to model a Royal Australian Navy Collins class submarine and then compare the rough typography against the real submarine in order to see what topographical tricks and morphs were required to make the type look like a submarine, yet still be readable.
Different lighting and oceanic conditions appear in each execution and various angles were explored on each submarine in order to differentiate between the three final images.

Says Electric Art Creative Director Bruce Bigelow: "The Navy job is a great example of how you can create something out of nothing. This campaign demonstrates perfectly how art directors and retouchers can work together to achieve the best possible result, and is a great window into our world at Electric Art."