director David Rosenbaum has teamed up with ad agency TBWA\Chiat\Day, Los Angeles on a cinematic two-spot effort for Infiniti. To promote Infinitiâ€™s Winter Sales Event, the festive commercials highlight the Infiniti G Sedanâ€™s ability to handle the most challenging driving conditions â€” and an average Joeâ€™s winter revenge fantasy. The 30-second spots â€œInspiredâ€? and â€œCompetitiveâ€? also tap the visual effects expertise of Mothership sister company
. The agency turned to Rosenbaum to add a charming human quality to the spots, while leveraging his experience directing automobile ads and working with visual effects. In â€œCompetitive,â€? when an average Joe leaves for work, his neighborâ€™s bratty kids pelt him with snowballs. â€œSee you at work!â€? says his annoying neighbor. The man uses his impressive snowball-making skills to exert sweet revenge. As the glacier-sized mass rolls through the sleepy mountain town, the man zips down precipitous roads in his Infiniti G-Sedan. When he pulls up to parallel park, the snow boulder rolls over his neighborâ€™s BMW, taking it away and leaving a convenient empty parking space. In â€œInspired,â€? the man rolls a seemingly innocuous snowball down a mountain. As he hops into his Infiniti, the ball picks up speed and girth. The man drives down an icy winding road, deftly dodging the ball -- which, at this point, has grown to twice the size of the vehicle. As the man arrives at his destination, the boulder-sized ball hits a grouping of trees and explodes, creating a beautifully magical impromptu snowstorm. Both spots leveraged the economies of repurposing some live-action and VFX shots to tell two entirely different stories.
Rosenbaum and his production team spent three days on location at the Whistler Blackcomb resort in Vancouver shooting the live-action and overseeing the visual and special effects. Back at Digital Domain in LA, Rosenbaum and VFX Supervisor James Atkinson worked with a team of around 17 artists to create the massive CG snowball and its tracks in the snow, digital snow banks and environments, snow flurries, and the snow â€˜explosionâ€™ in the â€œInspiredâ€? spot. â€œWhen youâ€™re working with VFX, it becomes all the more important to be a good communicator so the agency team can visualize the set-up youâ€™re trying to achieve,â€? said Rosenbaum. â€œThe agency has to take a leap of faith with you -- and I was very fortunate that TBWA\Chiat\Day entrusted me and allowed me and my team at Digital Domain to creatively interpret their story.â€?
Mothership creates transmedia advertising, branded content, and entertainment. The creative studio represents top global creative talentâ€”directors, designers, fine artists, animators, individuals and boutiques, who blend live action and computer graphics to create new visual realities. Founded as a sister company to Digital Domain, Mothership has access to the resources and expertise of a large, established studio. Mothership talent taps into these resources to develop the content, strategies and campaigns that take ideas from concept through completion, to roll out brand experiences across multiple media platforms.
Credits for INFINITI Winter
Titles: :30 â€œInspiredâ€? / :30 â€œCompetitiveâ€? Airdates: 11/15/10 â€œInspiredâ€? 11/18/10 â€œCompetitiveâ€? Agency: TBWA\Chiat\Day / Los Angeles, CA Chief Creative Officer: Rob Schwartz Global Creative Director: Kerry Feuerman Creative Directors: Patrick Condo, Bob Rayburn Copywriter: Chris DeNinno Art Director: Chase Madird Senior Producer: David Hoogenakker Executive Producer: Richard O'Neill Managing Director: Walt Smith Account Director: : Dan Pardo Production Company: Mothership / Venice, CA President: Ed Ulbrich Executive Producer: Tanya Cohen Director: David Rosenbaum Producer: Julien Lemaitre Director of Photography: Mattias Montero Visual Effects: Digital Domain / Venice, CA President of Commercial Division: Ed Ulbrich Executive Producer: Jim Riche VFX Supervisor: James Atkinson CG Supervisor: Lee Carlton VFX Producer: Nicola Wiseman VFX Coordinator: Stephanie Escobar Matte painter: Dark Hoffman Houdini fx artist: Youngsam Suh Maya fx artists: Wayne Hollingsworth, Ken Jones Lighting: Kenny Jackson Roto artist: Hilery Copeland Flame Compositors: Jeff Heusser, Lisa Tomei Nuke Compositors: Robin Graham, Beejin Tan Tracking: Michael Lori On-set integration: Jesse James Chisolm Editorial: Cut + Run / Los Angeles, CA Editor: Dan Swietlik Producer: Kendra Scott Music: Elias Arts / Santa Monica, CA Sound Design: Play Studios / Santa Monica, CA