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INK delivers sleek product renderings for Gtech

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[Source: Press Release]

London, UK - August, 2016 - Award-winning digital production studio INK has released its latest series of work - a set of animations for Gtech's Garden Tools range.

INK worked directly with Gtech to deliver three animations from start to finish, with aim to showcase the products from both an aesthetic and functional angle. Created purely in CG, each video showcases a clean, considered treatment that brings an extra level of eye-catching interest to otherwise regular household items.

Watch the Gtech Garden Tools range videos

Approaching the everyday from a unique angle
INK was approached by Gtech to promote the new range of garden tools from the early stages of the project. INK worked on all imagery throughout the project, from art direction, mood boards, scripting and style frames to motion graphics, modelling, simulation, animation, compositing and grading.

"We were thrilled to be able to work on this project; there was a great synergy between our artists and Gtech's team," says David Macey, founder at INK. "Gtech approached us with a brief to create a set of CG animations with a clean and clear style. We developed a colourful, playful treatment and designed a clean graphical style for the accompanying motion graphics."

The shorts were developed using 3ds Max, including the simulations used to drive the slow-motion cutting of grass and hedges. Some of these simulations were also tweaked by hand to refine the final look and movement of the falling foliage. Each film concludes with a fun, characterful flourish: the garden gnome, fish and bird perching on its bird box are unique to each animation, and give each a playful sense of closure.

Showcasing functional yet elegant product design was vital to this project. The INK team applied its extensive experience in the automotive field to the gardening technology, working on sleek blueprint-inspired motion graphics and showcasing each product in precision and detail.

Michael Haas, Director, comments: "We enjoyed the creative freedom and the open collaboration with the Gtech team in producing these films. The direct relationship with the client helped us to create assets that stayed on message and were visually engaging."

About INK
INK is a London-based award-winning production studio that delivers crafted digital content across film, print and interactive platforms. Specialising in the imaginative use of technical and creative direction, INK's willingness to experiment with new methods and technologies allows the company to evolve its unique visual language, ensuring all output is both relevant and striking.

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Advertising, GTech, INK Studio, Visual effects
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