HELL-AI

with VisionStudio

HELL-AI is the world’s first energy drink craftedwith the assistance of AI not only in design but also in taste, appearance, and recipe.

In collaboration with Vision Studio Hungary and WeareEnigma, we embarked on a one-month journey to showcase the full potential of combining human expertise with AI in the production of an energy drink advertisement as its real production as well.

This unique video seamlessly blends reality with the 3D world, utilizing greenscreen, LED wall techniques, and advanced 3D post-production VFX. What sets it apart is the extensive use of AI technology during manufacturing, highlighting various AI techniques:

  • AI-evolved Warpfusion for real bottle texture
  • Efficient render time with Optix Denoising for AI noise reduction
  • AI-backed Rotobrush with edge detection for greenscreen matte
  • Frames upgraded to 4K with AI upscaling.

The Walk

During the opening scene, the focus was strategically placed on highlighting the approach of a notable figure towards a pivotal location. It was paramount to convey that at this crucial spot, upon accomplishing their mission, this individual goes on to forge something revolutionary, something groundbreaking.
Following this, meticulous enhancements were made to various practical elements. Subsequently, during the post-production phase, a comprehensive transformation was executed on the corridor, placing a more robust emphasis on elevating the prominence of the brand.

The Room

The room features a 3D plan projected onto a panel of three LED walls. We aimed to recreate the actual AI-designed office wall graphics at HELL Energy, using geometric elements to craft a futuristic and mysterious visual atmosphere. The dynamic changes to the wall elevate the overall visual experience.

2D but 3D

To project a 3D image onto a 2D surface, creating a sense of depth, we need to consider the camera’s field of view, its movement, and, of course, the 3D effect. The effect within the frustum is tracked by the camera with a safety margin. The image projected outside the frustum serves to illuminate the scene. This way, the distorted image on the side walls appears as a 3D projection within the camera’s POV, creating a sense of depth. The prepared 3D animation was perfectly tracked by the camera during shooting.

The Map

Given that feedback from over 60 countries was used as AI input, it was crucial to convey a global perspective. This not only serves as an infographic for data representation but also emphasizes that this development is a world-first and a unique “innovation.” In the animation, images and names of 60 countries appear, with the iconic polygon geometry repeated in the background.

The Can

The room features a 3D plan projected onto a panel of three LED walls. We aimed to recreate the actual AI-designed office wall graphics at HELL Energy, using geometric elements to craft a futuristic and mysterious visual atmosphere. The dynamic changes to the wall elevate the overall visual experience.
When designing the HELL-AI, the texture of the can was entirely generated by AI. This can be perfectly demonstrated by generating a video with AI and projecting that as a texture onto the can. This visually showcases the process in a one-to-one experience.

3D/Reality

The advertisement incorporates numerous hybrid solutions and frequent transitions from reality to 3D and vice versa. These transitions were made seamless through tracking and camera smoothing techniques.

Credits

Direction & Production
VisionStudio
WeareEngima

3D, VFX, Design
MotionTech – 3D animations


Client
HELL Energy

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