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SkyMax

Positioning a credit card as the one that makes travel happen with every purchase.

Client
MAX
Role
Art Direction, Concept Art
Disciplines
Art Direction / Concept Art / 3D
Collaborators
Roy Kafri, Shortcut Playground, McCann Erickson
A SkyMax frame: a hooded sweatshirt lifting off its rail in a clothing store as shoes and a hat float around it.

The challenge

Position the SkyMax card as a magical card that makes flying abroad possible with every purchase.

The idea

Surreal scenes of puffy vacation elements taking flight with each purchase, developed from sketch into detailed concept art.

The system

Final concept-art elements modeled, textured and animated in 3D for the commercial.

The outcome

Aired nationally for MAX. The world defined in the concept art carried through into the final modeled, textured and animated 3D elements of the commercial.

Role & contribution

I art-directed the commercial’s world and drew the concept art that defined it, then guided its translation into the final 3D elements.
A greyscale concept drawing: palm trees, rubber rings and a small aeroplane flying through an appliance store.
The commercial was designed as concept art before anything was modelled.
Hands holding a phone in a shop while a plush monkey and a pineapple float out of the screen.
Every purchase releases a piece of a holiday into the room.
A small toy aeroplane hovering just above an open hand.
The card’s promise made literal, at the scale of a single gesture.
Film

The MAX commercial, with the concept-art world modelled, textured and animated in 3D.

Credits

Director: Roy Kafri
Creative Agency: Shortcut Playground
Ad Agency: McCann Erickson

Related service Creative Direction for Product & Brand Launches
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