Kanye West, G.O.O.D. Music "CRUEL SUMMER"

Client: Kanye West
Agency: DONDA
Director/Production Company: B-Reel
B-Reel worked with with Kanye West’s design company DONDA to create a TV commercial for the release of the new Good Music album “Cruel Summer”.
The concept of the commercial consists of a single shot, the viewer follows the album cover as it bursts through a ceiling in an abstract space all in beautiful slow-motion. To achieve this in a very short timespan and to get a good level of control over every aspect, we decided to create the shot in 3D.
The beauty of slow-motion lies in the details, things that are not normally visible to the naked eye. All debris and smoke was simulated in full 3D. The dynamic simulations ended up having over two thousand individual pieces, to reach a believable level of detail. The smoke was also simulated at high detail, and it reacted to all of the individual 3d geometry elements.
All elements then came together in final compositing, where the stylized look of the spot was created. Because everything was created in 3D, we were able to fine tune the smallest details and control the look to create what the team envisioned.