Director and motion artist Hasmik Mkhchyan (whose breakout AI short film you can watch here) mixes tyFlow simulations and a touch of the surreal into her CG motion design spot for new online marketplace MEGA.

Hasmik Mkhchyan: “The creation of this commercial involved a fascinating blend of creative and technical challenges. From a creative standpoint, the aim was to resonate with the target audience, predominantly women, by infusing the commercial with a sense of empowerment, style, and convenience.
 

“Integrating complex tyFlow physics simulations alongside traditional 3D animation to add a layer of realism and dynamism to the 3D world was a significant undertaking.”

 
“The challenge was to strike the right balance between delivering a message that MEGA is a versatile marketplace catering to various needs, while also ensuring it was an engaging and relatable shopping experience.

“Technically, achieving this vision involved several hurdles. Integrating complex tyFlow physics simulations alongside traditional 3D animation to add a layer of realism and dynamism to the 3D world was a significant undertaking. The simulation was essential to convey the elegance and diversity of products available on MEGA in an engaging manner.

“In addition, ensuring smooth transitions between different scenes and maintaining visual consistency across the commercial’s runtime required meticulous attention to detail.”
 
 

 
Client: MEGA AM

Production: Triada Studio
Director/animator: Hasmik Mkhchyan