A selection of works from the past year. Thank you to all my clients for giving me a great year.
The latest reel can be found at the top, check out previous years reels to get a flavour of what you can find on the site too
If you enjoy and it sparks an interest feel free to get in touch: Hello@georgehurrell.design
Betboro required another TV ad promoting their online gaming. It was a fairly open brief. We just had to get across the excitement and energy involved in playing and using their services.
This was the concept we went with. Sensory overload… a fast paced dynamic and impactful animation showcasing as many of their sports and games in within the duration of the ad as possible.
We worked with them to find out which sports and games they preferred to promote. To make this as engaging as possible it became a world, a space where the player entered was fully immersed and could experience everything.
This is another ad in the highly successful collaboration series with KIA and Rafa Nadal. Based on his triumphant and inspirational comeback victory at the Australian Open 2022.
I was asked to help define and produce the on screen graphics for this piece working with the team at FMLY CRTV.
Included here are some of the initial development screens. We ended up paring back the intensity and volume of graphics. Not wanting to take away from the footage and story but to enhance with statistics to help give greater depth and understanding to this great comeback and the inner strength and drive to accomplish it.
This representing some of the core values and characteristics of KIA as a brand.
The NCAA Division I men's basketball tournament, branded as NCAA March Madness and commonly called March Madness, is a single-elimination tournament played in the USA to determine the champion
SSC wanted something fresh and exciting to use as a promo for their TV channel. Youthful but having a bit of edge and attitude. Working alongside the Creative Director we developed this style that didn’t require footage/images of players or teams. Bold graphics driven by movements and motion within the game really brought this to life.
Creative Director - Mark Lucas
Motion Design - George Hurrell
SSC needed a promo piece for the NFL Superbowl 2023 on their channel.
Working with them we found references and crafted this high energy piece.
Creative Director - Mark Lucas
Motion Design - George Hurrell
TV ad to be aired in Iran and Ghana . A Promotional advert for Betboro surrounding the imminent World Cup 2022 in Qatar.
The approach was to give a sense of epic scale, prestige and anticipation.
I had the pleasure of working with some very talented people on this exciting piece of animated work for Patrón Tequila.
Illustrator Eduardo Robledo created the Linocut illustrations. My job to take these and bring them to life. With a guest star voiceover from Eugenio Derbez.
Executive Producer: Jonathan Harris - FMLYCRTV
Illustrations: Eduardo Robledo
Voiceover: Eugenio Derbez
Animation: George Hurrell
Audio: Patrick Lee
Brand Video
An innovation and new technologies investment company needed a concept for their new ‘Big Ideas’ brand video. The creative and art direction is based on the concept of enlightenment from their brand voice, an abstract approach using light sources to reveal different areas of the business and conceptual visuals based on innovation and growth.
The client gave quite an open brief for this Branding project. It was based around some images on a moodboard. I researched and developed this further and then had a lovely task of creating a composition in this style with very few constraints. Where sometimes constraints can help, this freedom just allowed the art to come to the fore.
Still images were required along with an animation for promotion.
I worked with an international team to create content for each of the artists performing on the TV show broadcast on NBC hosted by Snoop Dogg and Kelly Clarkson. I was given 3 artists and created content based on each song for the main screens, on stage and around the arena.
Links here to individual artists performances:
Jake O
I have included some of the R&D work along with screenshots. For the Jake O song we looked at creating the ink and oil style visuals through 3d software and fluid simulations. This was particularly challenging and we got some good results but ultimately decided to use footage and create an edit using that.
The Launch - Andrew Bayer & Cosmic Gate
(Anjunabeats)
Music video created for a collaboration between US based music producer Andrew Bayer and German producer duo - Cosmic Gate.
Based loosely on the concept of a space launch and abstract concepts of portals and travelling at immense speeds through the journey of the music.
Confectionery mailer
Quite literally eye candy. A short, animated sensory journey of sweets and confectionery created as a promotional film for a leading UK marketing agency targeting the confectionery industry and contacts.
The client required more of a narrative based approach to their TV advert, removing it from the usual style and approach taken in the gaming industry of super shiny hi-tech graphics. The idea was to create a more memorable, approachable and engaging message that the player is completely immersed and part of the action.
Music/audio design by: @tomlokhem | @alyrazabeig - Music production, Sound design & engineering
This proved to be a very fun job taking shot footage for soft drinks brand KA Drinks advert and augmenting with 2d fx animations combing real footge and illustrated assets.
The task here was to create animated assets to showcase the new sustainable and modular building system. Showing the materials and the system itself. Taking CAD drawings and texturing, lighting and animating them to to show how this innovative systems works
Haribo teamed up with the Minions movie. This animation was lovingly created using a combination of techniques using the actual Haribo Minions sweets plus real Minions sound effects used in the movie itself. The animation was used on social media to promote the new Haribo product and the movie.
Brand vision film
CEG required a film to showcase their new development - Temple. Because of the early stage of this development they had limited content in terms of visuals to use. A brand style had been created but also needed expanding to include motion and its personality and attitude.
Concept designs - Fabric
A selection of 3d renders using the brand graphics which is based on a weave pattern. Trialing different types of fabric and composition.
This was a really enjoyable image creation job for Reebok. This was some pitch work for creating a campaign series based on the latest designs for a range of their trainers. Through various stages this was the final result.
I did some prep and exploratory work simulating a tornado in advance of bringing this to life in motion. I also animated a build up sequence video, to see how the final image was created.
Titan 10 & Trufade
James heal instruments required a promotional video for their new testing instruments .Taking their CAD models and optimising them for animation along with re-texturing a concept was developed for the narrative and visual style that represented the quality of these instruments.
This goes out to all those who have lost someone close to them.
This is a personal project very close to my heart. I and many others lost my best friend who was more like a brother to me, to cancer 4 years ago. His battle was immense and he was an inspiration before, during and after.
I re-discovered @mtedenofficial (they were kind enough let me use this track) on my hard drive after some time apart and the lyrics in this track at the time finding it again resonated so strongly.
This is in small part a tribute and memory of such an important person in my life and will forever be missed.
This also got voted ‘Video Of The Day’ @Motiondesignawards for which I am thankful to everyone who voted and has supported me throughout.
Track: Mt Eden - What's Below ft MC Woody
Animated projections
I had the pleasure of being involved and creating background projections for a fashion show to highlight 5 female African fashion designers on the International day for the elimination of violence against women. Vlisco and City of Joy honored the “World’s strongest women” with a heartfelt fabric collection that symbolizes their recovery from rape and trauma. The City of Joy is based in Bukavu in eastern Congo.
Based on the designs and patterns found in some of the fabrics the projection was not to take centre stage but to be a simple engaging backdrop for the designers and the cause to promote and create awareness.
Through collaborating on a previous project with @alyrazabeig we were able to work together again on one of his latest releases.
I learned a few new techniques and learned a few lessons too. But I always love the process and I hope this comes through in the finished project
Music: Hold on to me - Slapvibe
FDesign
A film created using a variety of methods including animation and shot footage to illustrate and explain a new product offering from a leading UK bank.
Leftover Assets, the beginnings of an idea and the sands of time. This was something that had been left on my harddrive for a while. The idea never changed though.
After making the assets for a test of new software, I wanted to create something that had the same epic feel and mystery to some of the great manga films and series I used to watch when I was younger. These imagined futuristic worlds, the hypnotic glow of these vast urban city scapes that set the scene for what would undoubtedly be a complex message driven story that either went over my head or drew more curiosity.
Music: True (Jacky 0 Remix) by Gordikov
YPO World
Originally, this was a static image. Created as a new style for YPO collateral and marketing material. Phase 2 was to animate and bring the world to life.
Design, animation, editing & post production - George Hurrell
Future of the brand
This is a short R&D piece to deliver the brand manifesto. To carry the message and character of the brand moving forward into a new era.
A range of alcohol free gin. Created from woodland herbs, discovered and foraged for by the creators of Bax Botanics.
These are some development renders for the bottle and labels.
Teaser video
This is a teaser video that was used to promote a track for drum n bass artist Frankee on RAM records label. Dark and brooding visuals created using 3D software to match the intensity of the music.
Anthology brewery is a local bespoke brewery with a great range of innovative ideas for flavours and has already made a name for itself.
These concept images were created from the label designs for the purposes of award entries and to show how the labels would also look on cans.
Nexus provides access to world-leading research, talent and facilities at the University of Leeds. They also host various related events and seminars and across the suite of TV screens including a huge video wall, video content is required.
Based on the brand guidelines a style was required for the brand in motion, this was developed and rolled out across content as required. Along with creating a sub-brand and ident for the ‘Innovation at Nexus’.
Music video
Music video for a track called Chameleon from the album Beat the system -The concept was based on the idea of change as the title of the track suggests. Using organic structures and shapes invoking thoughts of evolution and the beauty of nature.
An animation was required for the roll out of the new brand for Virtual College.
This was the title track for Spearhead records label boss - BCee, for the album Come and join us.
From concept to final output every aspect of this music video was created by myself. With a very happy client at the end.
It was also nominated in the Drum n Bass music awards 2015 for best music video.
Music video
This was a competition entry for KMAG , with a very quick turnaround. It wasn’t successful in winning, a commended runner-up . But did impress the record label boss and helped to forge a great working relationship and future video work.
Experiments in camera tracking, compositing and character rigging/motion capture. More of a playground and creative experimentation for personal lead projects and development.
This is a selection of the suite of animations for Omni, a club in Taipei. It has a dramatic 180 degree screen for customers to enjoy viewing alongside the DJ’s and music.
Based on bladerunner style dystopian visuals, cyberpunk themes and brooding graphics.