Australian Defence Jobs is running a recruitment campaign for the Royal Australian Navy focusing on the submariner career path. Print advertisements show submarines coming to the surface as the words “Courage”, “Determination” and “Confidence”. The tagline: “What Will Surface in You?”. Each word is intended to portray the personality traits that can be developed further whilst serving one’s country in the challenging role of a submariner.
The Submariner campaign was developed at George Patterson Y&R, Melbourne, by executive creative director Ben Coulson, art director Ant Simmons, copywriter Alex Wadelton and agency producer Sam Joy.
Retouching and 3D imaging was done at Electric Art by Bruce Bigelow, Inness Robins and Paul Gawman.
The team at Electric Art combined photography, retouching & 3D imagery to build the final images. The first step was to model a Royal Australian Navy Collins class submarine and then compare the rough typography against the real submarine in order to see what topographical tricks and morphs were required to make the type look like a submarine, yet still be readable. Different lighting and oceanic conditions appear in each execution and various angles were explored on each submarine in order to differentiate between the three final images.
See more at Electric Art.