Dye knew that Japanese-style anime art would provide the texture and depth needed to take the campaign to the next level, so he explored the medium, studying the works of Takashi Murakami, the acclaimed artist credited with elevating anime to the level of fine art.
To produce the spot, Dye employed a number of three-dimensional technologies. Maya was used to animate the cars, while ZBrush, an intuitive sculpting and painting application, enabled him to sculpt the drivers and create a road, which realistically cracks and releases molten lava. Shake and After Effects handled the compositing, which included 20 rendered layers and 20 more composite layers that integrated a diverse mix of visual effects and corrected colors.
Earlier this year AI was called upon to create Ford’s Presidentsâ€™ Day campaign. The spots feature six new Ford vehicles in a celebratory way, without predictable presidential imagery. Dye developed a captivating concept that incorporated animated footage of fireworks that exploded, shooting off red, white and blue ribbons – creating a showcase for launching the six new Fords, which bursting out of fireworks in three layers. AI rendered each car in each layer one at a time and composited it all together.
Creative Director, Kirk Sieder, says â€œFireworks was originally designed to be a Presidentsâ€™ Day campaign for Baltimore and Washington Ford Dealers, but once other markets saw it, that all changed. Several other markets, including New England, ran Fireworks as well. It was a retail campaign, for sure, but it has a â€œcoolâ€? factor to it that makes it visually interesting and entertaining. I can say that’s true for everything AI creates. They consistently find ways to propel our ideas to a higher level, infusing them with smart details and complex design that make for a rich and sophisticated animated world. And they stay on budget!â€?
ABOUT ARTISIT IMAGE:
Artistic Image (Atlanta) is a world-class creative resource where a collective of innovative A-list live-action
Artistic Image’s production complex in Atlanta garnered an award for its outstanding interior design
directors, producers, designers, animators, CGI artists, illustrators, editors, compositors, modelers and finishers take each job from concept to fruition as a collaborative team. Dedicated to the advertising arena, this hybrid company takes a design-driven approach to crafting high-end TV commercials, virals and broadcast design in a nimble, open-architecture creative environment that provides seamless workflow and premiere client services. For additional information please visit:
, or contact Michael Zarrillo at 404.815.1550.