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SkyMax

Positioning a credit card as the one that makes travel happen with every purchase.

Client
MAX
Role
Art Direction, Concept Art
Disciplines
Art Direction / Concept Art / 3D
Collaborators
Roy Kafri, Shortcut Playground, McCann Erickson
SkyMax — key visual
The challenge
Position the SkyMax card as a magical card that makes flying abroad possible with every purchase.
The idea
Surreal scenes of puffy vacation elements taking flight with each purchase, developed from sketch into detailed concept art.
The system
Final concept-art elements modeled, textured and animated in 3D for the commercial.
The outcome
The commercial aired nationally for MAX.
Role & contribution
I art-directed the commercial's world and drew the concept art that defined it, then guided its translation into the final 3D elements.
SkyMax — project image
SkyMax — project image
SkyMax — project image
Film

Credits

Director — Roy Kafri
Creative Agency — Shortcut Playground
Ad Agency — McCann Erickson

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