Say you’re given a job: to do an ad that shows the transformation of one model generation to the next. There’s a strong ‘Jets’ element in previous campaigns, which your client would like you to preserve.
I presume that’s the way it went down.
What we all ended up with was the new Saab 9-3 ad. Comments on the ad weren’t exactly complimentary, but I think that was more to do with the theme of the ad than the actual job they did. Given that they’re most likely following direction given to them by someone else, one could reasonably say that it was a job well done. I may not be too keen on the continuing theme, but given that that’s what they had to work with….
Here’s the ad again:
Now the reason this is all coming up is because the creators of the ad have had a few words to say, and they’re all very pleased with it:
Commercial and feature VFX Supervisor Kevin Rafferty from The Orphanage and celebrated director Joseph Kahn with HSI Productions teamed up with Lowe New York to create an explosive spot to introduce the new Saab 2008 9-3 sedan. The :30 second commercial spot just began airing; to view, go to: http://www.theorphanage.com/ocp/portfolio/recent/1284.
The spot highlights the rebirth of the 9-3 series which includes a sedan, sport combi and a convertible. In this CG-packed spot, which was shot in an airplane hangar and in the 115° degree heat of Death Valley, a jet engine-blast fuels a fireball around the 2007 9-3. Then, like a phoenix rising from the ashes, the new 2008 car is reborn racing through the sun-drenched stretch of road.
Joseph Kahn is known for his kinetic visual flair and keen understanding of vfx; his “Toxic” music video for Britney Spears won the Visual Effects Society Award for Outstanding Visual Effects in a Music Video. About his experience with this spot, Joseph Kahn comments: “The Orphanage executed the very demanding task of finding beauty in an act of evolutionary destruction. They brought a compelling level of design artistry to an ambitious idea. I had a great experience working with them.”
A celebrated veteran of the industry, vfx supervisor Kevin Rafferty adds: “After the recent creative successes of Director Bong Joon-ho’s ‘The Host’ and ‘Fantastic Four’, I was excited to work on this visually arresting commercial, especially one with such a well known cutting-edge director.” Rafferty, a pilot himself, relished the challenge to envision and create a CG jet, CG jetblast, CG ‘welding’ sparks, CG molten metal, CG Saabs, CG set extensions and CG ground fog for what he called “an epic amount of elements for a 30 second spot.”
So, they’re all pretty happy with it. If you click on the link in that article you can see it using Quicktime and it does look better with the greater level of detail that the format allows.
I’ll agree. It’s an idea well executed. I’ve got no issues with the execution, it’s just the idea that I’m starting to have reservations about.