Propel

This ad campaign for Propel, by the creative agency Invisible North, features in-camera visual effects by FX WRX. Christopher Webb and his team created practical water droplet imagery and motion graphics using real water and physical logo art. Optical effects, slow-motion cinematography, and dynamic lighting techniques were combined to capture a series of in-camera VFX layers for digital compositing. Chris and his team also shot medium format product stills. 

The approach to this project was inspired by the work of Douglas Trumbull and Richard Yuricich on the movie "Brain Storm". Their optical effects process created "memory bubbles" which appear as spheres with live-action playing out inside them. This work was pioneered long before CGI and digital VFX tools. Chris and FX WRX are committed to bringing the best that both analog and digital techniques can offer to each project. ​​​​​