(Los Angeles, California--June 25, 2008) Motion design and live-action production house Solid™ recently completed 3D animation and motion graphics for agency JWT-Team Detroit and Ford Motor Company on a series of three :30 spots promoting the 2008 Ford Spring Sales Event.
The spots feature photo-real CG models of the Ford Edge, Ford Focus, Ford Fusion and Ford F-150 vehicles transforming into 3D geometrical vehicle blossoms spinning and spiraling against a stylized candy environment of bright blue and green Spring colors.
“Working in an all-white, virtual environment challenged us to bring a sense of motion to the CG vehicles,” said Solid™ Creative Director Thom Blackburn. “We created environmental cues to articulate distances traveled and speed of the vehicles. The lighting set-up was designed to replicate the beauty of showroom lighting shining on new vehicles.”
“The challenge on a retail project of this kind, is to create a modular campaign that appears seamless but is also flexible and able to quickly accommodate vehicle offer updates within a limited production schedule,” according to Jennifer Holstein, Solid™ Executive Producer.
Solid™ chose to tackle this challenge by creating three modular spots instead of modifying one original animation. Through this, the focal vehicle or pricing information in the spot became interchangeable at no cost to the design. The result was an economical yet diverse toolkit merging mutability with innovative animation.
Solid™ employed Cinema 4D’s Mograph Module to create the campaign’s elaborate 3D blossoms. The studio’s creative team pushed the limits of Mograph which helped facilitate the spin and spiral of the 3D vehicles and allowed the flexibility to select which section of the vehicles to showcase at specific moments in the blossom. Solid™ employed 96 processors in a render farm to deal with all the geometry. Compositing was handled in After Effects CS3.
CREDITS
JWT Detroit
Ryan Cook – Producer
Fenton Remick – Creative Director
Todd Chumley/Mike Priebe – Senior Creative Directors
Chris Saunders - Art Director
Monica Remus - Writer
SOLID™
Thom Blackburn – Creative Director
Jennifer Holstein – Executive Producer
George Revilla – Designer
Brent Stangel – Cinema 4d, Animator
Nick Baquero – Animator
Ekin Akalin – Cinema 4d, Animator
Tom Allain – Cinema 4d, Animator
Patrick Scruggs Jr. - Cinema 4d, Animator
For more information on Solid™, please visit: http://www.solidla.com/
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