Iceotope
Client
Brand
JMP
Iceotope
Year
2024
Credits
Production: Mathew Joy, JMP Creative Direction: Laurie Roche Edit & GFX: JMP 3D: Rory Flynn Compositing: Rory Flynn
“I have worked with Rory on multiple projects for different clients, and I look forward to working with him again in the future.”
Mathew Joy, Managing Partner - JMP
The Solution
I was brought in to run all 3D production independently, from styleframes through to final renders. My role went beyond execution: while JMP led the storyboard, I contributed to creative decisions around composition, camera moves, and transitions to ensure the CGI flowed seamlessly within their wider edit.
By breaking down the CAD models into sections, I managed the heavy data and optimised it for Cinema 4D. This technical groundwork, combined with careful look development, ensured the visuals were both accurate and cinematic.
The Challenge
JMP were tasked with producing a brand film for Iceotope Technologies to raise awareness of their precision liquid cooling system.
The film needed to combine live action, graphics, and photoreal CGI to clearly communicate how cooling liquid is distributed around servers. With no in-house 3D team and extremely heavy CAD models to work from, JMP needed an experienced 3D specialist who could take ownership of the technical pipeline while also supporting creatively.
The Process
After converting and preparing Iceotope’s CAD models for animation, I established a visual style inspired by clean server rooms, then introduced green lighting to tie into the brand identity and give the film a futuristic, high-tech feel.
With the look approved, I animated the sequences and delivered fully rendered shots back to JMP, who integrated them into their edit alongside live action and 2D graphics.
The workflow was smooth: wireframes for blocking, test renders for look approval, and final delivery once the direction was signed off.
The Results
The film successfully explained Iceotope’s complex technology with clarity and impact, but the key outcome was for JMP. By taking full ownership of the 3D, I enabled them to deliver premium-level CGI without the need for an internal team, while keeping the project efficient and on track.
My experience and technical skills solved the challenges of handling complex models and producing photoreal visuals, allowing JMP to exceed their client’s expectations and strengthen their creative partnership with Iceotope.
“Rory is understanding with timelines and meeting client expectations and he added an extra level of creative input and knowledge to the team.”
Mathew Joy, Managing Partner - JMP