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EMA: My Way

Client: EMA
Services: CGI · 3D Animation · Compositing

A CGI/live-action hybrid concept built around a real "MY WAY" road sign: giant legs "walk" through a miniature street scene, passing a Royal Mail postbox and a row of recycling and clothing-donation bins, while a framed portrait advert glows beside an animated pound-sterling counter — a visual idea of personal choice and spending, told at street level.

EMA: My Way, a red Royal Mail postbox with its Last Collection Time panel visible, as a giant hand passes by — A real Royal Mail postbox in the miniature street set, its collection-time panel legible on screen.

EMA: My Way, giant legs walking past recycling and clothing donation bins labelled Large and Clothes Shoes — Giant legs "walk" past a row of recycling and clothing-donation bins.

EMA: My Way, a framed portrait advert of a young man in a cap, glowing beside an animated pound coin graphic — A framed portrait advert on a wall, an animated pound-sterling coin glowing beside it.

What Cumi Created

The film moves through a miniature, CGI-built street: a real "MY WAY" junction sign with a directional arrow: giant human legs, filmed live-action and composited into the miniature set, stride past a red Royal Mail postbox (its "Last Collection Time" panel legible) and a run of recycling and clothing-donation bins labelled "Large" and "Clothes Shoes". Elsewhere, a framed portrait "advert" of a young man in a cap and hooded top hangs on a wall, an animated pound-sterling (£) coin glowing beside it.

The Film

My way.

Credits

CGI & Animation: Cumi
Client: EMA