The Scion brand of cars was first introduced to the USA in 2003, with 2 models, the XA, and the XB Scion.
To Launch the new brand, an aggressive marketing campaign developed by the Attik was used, that involved print, television, and in the case of the Transformer ad, Cinema.
Of the 4 commercials commissioned by the Attik, Transformer was the only full CG commercial, using some shot elements to enhance the final composition.
The brief came to Ambience as a paragraph on paper that was then fleshed out by the director, Rob Dupear, Ben Cowell, and myself, into the story that was to become the final commercial.
I got to work creating boards, preliminary design ideas for the main character an environments, and environments for the Agency to refer to.
Once agreed on, I set to work on creating very detailed images of the robot, nano bots, environment, and the animatic with Rob and Ben.
The |
|
team assembled and got started modeling the robot, and the environment, the shoot was organized, for the cars, as it was decided that real life cars were preferred over CG stand ins.
The Milo rig used on the shoot was able to capture the both cars with exactly the same movement over and over in different lighting environments so we could use the frame perfect sequences to create accurate lighting and reflections on the cars as they transformed between each other in the final composition.
The music, loved and hated by people equally, was created purely for the spot, and legend has it that the vocalist who is featured was a crazy hungarian death metal singer... go figure.
The commercial was well received and gained many awards over the coming years after it debuted on Cinema screens across the USA. |
|
