Gallery

CG Visualisation: Sozoma Company Limited (createdby.ma)
Project commissioned by: Gamuda Land
Model photographer: Thanh Ho
Models: Quynh Luong, Ng Lee

We were commissioned by Gamuda Land to reimagine their project and create two key visual CGI that could be used for a communication campaign of their latest stage called Diamond Alnata+ which is part of their masterplanned Celadone City project in HCMC, Vietnam.

Their marketing up to that point featured traditional imagery featuring happy families, blue sky art direction, and focus on showcasing facilities and amenities. All very transaction and traditional!

In our approach, we envisioned to challenge the misguided notion that the country (and buyers) are stuck in the last century and blindly believe in everything marketing serves them. Vietnam has evolved from the '70s, people don't come to HCMC in search of traditional values but in search of the opportunities such a megacity presents - nowhere else in Vietnam can one experience the quickly changing cultural and economic shift that takes place before our eyes. The 10+ million people seem to be constantly moving, skyscrapers have replaced old shacks, the skyline seems to be growing almost continuously, international companies and brands from all around the world move their offices and factories to the wider agglomeration of this city...local, oriental and western people, looks, sounds, smells, tastes mix and create something so eclectic and excitingly new it's hard to describe to anyone who doesn't live here. The city is constantly buzzing. Moving. People yearn to break the shackles of the past, the shackles of their families' expectations and traditions. Poverty, traditional values, and collectivism are quickly shifting to consumerism and individualism. The city and its people are so quickly changing before our very eyes, it's hard to keep up.

Our CGI that shows the boulevard and street life outside the Diamond Alnata+ building aims to portray just the hustle, bustle and buzz one can feel in HCMC. The two female models embody the modern people of HCMC, whereas the rest of the city moves around them at lighting speed. We used a neo-noir, cyberpunk-inspired art direction to imply how this place isn't stuck in the past, but very much representing the future.

The scene was built entirely in CG first. We composed the CGI scene with our envisioned mood and lighting, and used two 3d people models from our library to lock in the composition. Thereafter we shot the two models in the studio to match the lighting conditions during the photo shoot. After doing the post on the 2 models, we inserted them into the CGI and added the moving people surrounding them in post. Et voilà - our "city, reimagined" image is complete.