Imaginary Forces Delivers The Latest In Luxury Precision Technology: The Oral-B Black


Last Updated: November 3, 2013 4:55 am GMT
(Los Angeles, California--November 3, 2013) Imaginary Forces infuses a next-generation toothbrush with the sophisticated luxury and superior performance of a race car in the stylish new :22 “Black” for Oral-B out of Publicis Kaplan Thaler, New York. The sleek, all-CG spot directed by IF’s Ronnie Koff takes a close-up look at the streamlined design, remarkable acceleration speeds and innovative performance settings of the newly launched power brush. Through the clever use of photo-real CG, the Oral-B BLACK 7000 is introduced in the slick fashion of a new racecar model reveal.

Click HERE to see the spot.

In order to successfully draw viewers into the guise of a performance car commercial, Koff took a photographic approach to CG, heightening the believability of the illusion with precise detail and realistic camera movements. Notes Koff, “With such a clever idea and an interesting new product, I jumped at the opportunity to direct this conceptual spot. I chose to keep the camera moves very tabletop up until the explosion, mimicking real live action car footage.”

Client: Oral-B
Title: “Black” :22
Agency: Publicis Kaplan Thaler, New York
Agency Producer: Kim Gormley
Agency Creative Director: Jan Rudin
Designed and Produced by: Imaginary Forces
Director/Designer: Ronnie Koff
Executive Producer: Ben Apley
Producer: Keith Bryant
Animators: Troy Barsness, Luis Sanchez, Chris Fung, Alasdar Wilson
Modeler: Aamir Karim
Editor: Danielle White
Inferno Artist: Rod Basham
Coordinator: Joseph Abousakher
Previs: Proof Inc.

A Product of Imaginary Forces
Top entertainment studios, global brands and A-list agencies tap Imaginary Forces (IF) to find new ways to engage and inspire audiences. IF’s diverse talent pool of artists and creative professionals bring elite conceptual design solutions to projects in commercial, digital media, feature films and film marketing, television and architectural spaces.

Underlying each endeavor is their passionate belief that no project is too large, too small or too complex to benefit from beautiful and inventive design.

The innovative studio has garnered numerous advertising industry awards as well as multiple Emmy Awards including an Emmy for their iconic titles work on AMC’s smash drama series Mad Men.


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