utah trax case study

Working with Universal Post, Design CGS was very fortunate to assist in the development of this campaign for Utah Trax. Initially, the commercial was conceived as a full 3D production, however as the creative process progressed, the need for a more scaled down version unfolded.

The brief called for storyboard frames, color concept scripts, and production illustration for the building of the 3D models. Because the idea involved quickly showcasing actual landmarks along the Utah Trax line, it was important to create believable yet iconic and simplified renditions of the buildings and stops along the way.

Detailed production drawings aided in modeling phase, followed by color paint overs, color scripts and even a background matte painting to bring the world to life.