Awake
Dreaming

Dynamic set, 5 compelling stories, tight schedule. LED totems merge luxury, innovation for latest car model.

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Car Brand Pitch

Industry
Automobile
Technique
Set Design / CGI - 3D

A car company wanted to create 5 “Product Stories” and demonstration spots that revolve around various features and ultra-high-end craftsmanship in their late model of the brand. The client wanted to show these features in a premium, high-end, sexy, clever, and beautiful as possible.
Our friends at Aggressive invited us to collaborate to participate in a Pitch to win to shoot this campaign in a flexible and practical set with a tight schedule to shoot the five spots.

Process

The director’s duo of Aggressive wanted to propose a space design that worked with some kind of dynamic lighting system. This system could change the ambiance, atmosphere, and feeling in the space from spot to spot, or even introduce a sense of motion or effect, without re-configuring much of the physical stage between spots. The main objective was to build the entire flexible set with dynamic light elements to do in-camera visual effects.
We designed a rig of mobile sculptural totems with LED screens inside, so we could use them as light emitters or content generators.

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