Behind the scenes
Minimalism and a video game aesthetic were the driving forces behind the look of the 95% CGI car commercial.
During a six week previz process, camera moves were developed and inspired by video game collisions. The graphic world was designed as a techno minimalist city to provide a striking contrast for our hero car.
The key visual hook of the spot, the electric blue energy trail left behind by the car resembled long exposure photography, and a custom rendering solution was created from scratch.