But this is the star of our own new animated campaign. The Carsguide computer car was created by the CumminsRoss agency and Plaza Films from a series of Carsguide pages, some imagination and a few long hours in the parallel universe of digital wizardy.
Initially the thought was to build a real vehicle, but using CGI meant freedom from the shackles of mechanical design - and time.
“We were excited about the creative opportunity to build the car from computers, but time was against us,” Plaza Films producer Josh Jenkins says.
“We further developed the concept and decided to build the car in 3D animation. That gave us fantastic creative control.”
Jenkins says that after developing the shape of the car and the movement of the ‘camera’, the 30-second commercial was plotted out in detail.
“We deliberately designed the entire spot to be done in a continuous shot in order to streamline the 3D and compositing into a single process,” he says.
“We then moved into an intricate design phase as all the screens, mesh, textures, reflections, background environment and lighting were created using the powerful Mirage VFX render farm to process the bulk of the complex geometry.”
The final stage brought all the elements together with music, sound design and voice-over to deliver the final car for ‘launch’.
“It allowed us to bring it to life as a real object, and an engaging and fun campaign,” CumminsRoss executive creative director Jason Ross says.
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