AGF – Fall Campaign

AGF Spring Campaign - 30sec

Hey Camp Jefferson

We heard it’s time for fall 🍂

AGF Fall Campaign

An evolution from our previous campaign, our aim is to build and refine on the AGF style that’s already been established. Our audience is familiar with the AGF design language, and we feel there’s still room to zero in and polish up the renderings and movement. We’re aiming to level up both the rendering quality and create a driving seamless camera to push the forward momentum of AGF’s brand identity. For this spot we’ll need be using an ‘isometric’ viewpoint over a continues, complex map of city tiles.


Here we demonstrate various styles referenced to inspire concepts for our spot. Isometric viewpoints and ‘grid’ city tiles, as well as some options for more graphical ‘paths’.

Navigation Path Sketches

Some quick pencil sketches to help demonstrate some navigation path concepts.

An illuminated line that can quickly navigate around our various city tiles. The line can also be translucent showing the grid underneath.

Multiple lines could shoot across the city-scape, showing the complexity and nuance needed to navigate through today’s markets. The lines could also illuminate the scene.

Our floor can be made up of thousands of ‘digital’ tiles that could raise, rotate or glow to illuminate our path.

A more whimsical approach could be a curved line that isn’t bound to any grid, and instead floats completely un-bound by the constraints of the ‘maze’.

Another option is that our ‘path’ is formless, and instead made of light only. The path will light up the various blocks as it passes through our cityscape.

Key Scene Sketches

Some quick pencil sketches to help demonstrate concepts for 3 key scenes:


Raw commodities

Growing business


Styleframes illustrating the final style the picture will take.

Path Style A

An illuminated single line. When it passes over the basic city grid, the squares will sub-divide, glow orange and raise.


Raw commodities

Growing business

Path Style B

An illuminated multi-line with variation.


Raw commodities

Growing business

Platform Illumination Tests

As the path meets different platforms, they can ‘illuminate’. Here are some different styles of illuminations.

illumination A

illumination B

illumination C

illumination D

Style Frames Version 2


Infrastructure illumination

Raw Commodities

Raw Commodities Illuminated


Business Illumination

Wide shot