Engine Creative – Ministry Of Sound

Sledgehammer time with the help of CINEMA 4D

Flash is required!

Every week it seems a new retro music compilation is introduced. Hits from the 60s, 70s, 80s and 90s – they just keep on coming! And what typically happens is that the album sells in week one, then drops off the sales charts.

Heading to the retro hits graveyard wasn't an option for creative agency Engine Creative when commissioned by Ministry of Sound for their 'Back to the 80s,' 'Back 2 The 90s' and 'Back 2 The 90s 2' albums.

"The best way to cut through in the market is with a sledge hammer of a campaign that blows the competition out of the water," says Matt Key, Managing Director at Engine Creative.

CINEMA 4D was the weapon of choice for creating the fun-filled roller coaster ride and flippin' great pinball machines in 3D that are featured in the fast-paced TV spots, of which there are a 30-second version and a one-minute version for each album.

"The roller coaster was constructed in CINEMA 4D by modeling a cross section of track and 'spline wrapping' it along a spline path. We then duplicated the spline and used it as a rail to influence the angle and direction of the track," explains Matt.

"To get the cars to move along the track we used a Spline Effector and the same splines as the track, then it was just a matter of putting an offset keyframe at the start and end of your timeline and tweaking the F-Curves to get realistic motion."

"For the ‘Back 2 The 90s’ and 'Back to the 90s 2' television commercials, we used CINEMA 4D's multi-pass rendering and powerful integration with After Effects to integrate and composite the videos in After Effects."

With a turnaround time of just three weeks to deliver each national TV campaign, there was no time to waste.

"From the moment they received the brief Engine Creative hit the nail on the head, delivering and enhancing what we envisioned," said the Creative Product Manager at Ministry of Sound.

"The timely manner in which they delivered edits and implemented changes made the process run seamlessly. With their high standard of output and efficient and helpful ethos we look forward to working with Engine Creative on future projects."

With over half a million albums sold to date, 12 weeks spent in the top two of the album charts and a peak at the number one summit, the 'Back 2' compilations have been a huge commercial success.

About Engine Creative

Engine Creative is an award-winning, independent creative agency that helps forward thinking brands and organizations engage with and build their audience. We are commercially driven and focus on excellence with impact.

We have implemented creative strategies for: The University of Northampton, Toyo Tires Europe and N-Dubz. We have provided digital marketing expertise for: Tesco, Next and Viking.We have built global brands for: Universal Music, Ministry of Sound and Renaissance. We have created engaging and award winning content for: BBC Worldwide, Kaplan and WRAP.

We focus on superb creative output to make great things happen.

www.enginecreative.co.uk

Minstry of Sound videos on YouTube:
http://www.youtube.com/watch?v=FmbxI-kF4Ps

http://www.youtube.com/watch?v=cNWjAa2GLQk

http://www.youtube.com/watch?v=WeBXZfBpXnA