Covert Launches into Extraordinary Realms with IMAX

Creative studio Covert created a pair of hyperreal CG-animated brand anthems for 'Extraordinary Awaits,' a global brand campaign celebrating how IMAX’s immersive screens transport audiences into cinematic worlds. The videos are being showcased on digital signage across IMAX cinemas, from Shanghai and Los Angeles to London and Sydney.

The first animation, ‘Extraterrestrial,’ launches into a stunning alien landscape, where vibrant, IMAX-blue cacti stretch far into the galactic horizon. A stream carved through the rocky canyon floor enhances the immersiveness of the scene, adorned with bespoke alien vegetation, such as luminescent plants and giant, mushroom-like fungi. An astral figure wanders into the tranquil scene, embodying the “Extraordinary Awaits” tagline.

“CGI was central to the storytelling and visual language of the campaign,” remarked Dan Andrew, VFX creative director at Covert. “We drew inspiration from cinematic alien worlds, with every detail meticulously crafted to fully immerse the viewer and reinforce IMAX’s brand message.”

Diving into the next realm is ‘Storm,’ a mesmerising waterworld crafted in the same immersive format, capturing the depth and beauty of the sea in piercingly vivid detail.

“The ocean simulation presented the most significant technical challenge, requiring precise choreography for each wave,” Dan explained. “Fortunately, our experienced simulation artist brought extensive film and commercial expertise to the project, setting us up for success.”

Covert also produced high-end retouched stills for the campaign alongside the motion deliverables. This approach streamlined production, ensured creative cohesion, and eliminated the need for separate live-action shoots.

According to Andrew, AI proved valuable in accelerating motion tests, lighting R&D, and asset creation. “Strategically deploying AI empowered our artists to focus on enriching the visual storytelling,” remarked Dan. “It was a particularly useful tool for developing our initial style and mood frames, and rapidly generating test variations of intricate assets, such as the luminescent fungi.

Covert primarily used Cinema 4D and Houdini, the latter for its simulation capabilities in creating the complex ocean scenes. Nuke was the compositing software of choice for managing extensive multi-pass rendering at 6K, while Covert scaled its cloud rendering capabilities to meet the demanding resolution requirements.

“It was wonderful reuniting with Kjetil [Njoten, IMAX’s global head of creative],” concluded Dan. “We have a shorthand, having worked together extensively in the VFX world over the years. The IMAX team’s exceptional organisation, creative vision, and prompt feedback — even across time zones — made the collaboration a pleasure. We’d love to team up on another creative adventure with IMAX.”