Alinta Energy "True Power"

2024

We worked with Alinta Energy and BMF to envision the future of clean energy in Australia. The spot features a 3D-animated visualization of Australia’s energy mix transforming from old energy sources to newer ones. Alinta Energy’s progress towards clean energy shows that although we’re not there yet, a fully renewable future is possible.

BUCK approached this as a fully CG spot set in a hyper-real environment — designed to feel both believable and relatable. CG gave us the creative freedom to step beyond reality, allowing us to build entirely new worlds while ensuring they still maintained a sense of familiarity.

The spot focuses on two very distinct machines to metaphorically illustrate the transition from old energy to cleaner, greener energy. This approach brought a blend of creative potential and technical challenges. We were working in a less common style and needed to ensure that the machine imagery would tell the complete story.

It was important that the spot acknowledged the challenges and limitations involved in making such a significant shift in energy, while emphasizing Alinta’s primary goal of creating a cleaner future for Australia.

2D to 3D

Design

BUCK artists created a number of different landscapes to capture various, iconic, rural locations across Australia in a fresh and unique way. The beautiful and elaborate natural scenery needed to contrast with the bulky machine without overshadowing it.

We approached the design and animation with a sense of charm and playfulness to ensure it conveyed a friendly presence rather than an intimidating one. This experience was a lesson in the importance of perspective in storytelling; even the largest and most imposing elements can be presented in a way that resonates positively with the audience.

2D Styleframes