DESIGN, TECHNOLOGY & INTRIGUE "Design is where science and art break even." — Robin Mathew

22Jan/100

SWAY Studio

From: SWAY Studio

I'll be the first to admit: I've seen their stuff around and never even known it. Okay, your turn. Go ahead and fess up.

SWAY Studio's proprietary CG technology is ubiquitous on those pesky things you fast-forward your DVR through nowadays. They can mostly be found in just about every car commercial out there, but other clientele include a utilities company, Bon Jovi, and Kanye West/Complex Magazine.

Their work is so amazing that, most of the time, you don't know you're even watching it. I first started trying to figure out "who made this" when I saw this GMC Terrain commercial below. Not because it looked unrealistic, but because I really enjoyed the planar feature callouts. This is still one of my favorite commercials (even though I hate American cars), because of its simple and elegant design.

A couple more really neat ones below... A "making of" Bon Jovi video and (another) one of my favorite car commercials of all time (but mostly because of the classic video game reference).

Stay innovative.

-Nick (www.nickselman.com)

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