AUTOMOBILE
NISSAN
This piece needs to be at once intimate and uplifting. To feel like a shot of adrenaline in our audience’s arm. Getting them to experience nostalgia followed by a drive to get back out there, into the world. Let’s have them find themselves in those moments. I love this notion of reflection. The displays being reflected in the car, and our audience seeing their lives reflected in those reflections. Subtly meta.
This car ad will instantly feel different – why? Because unlike other ads, our hero will never move. Our ROGUE will remain static. And yet we will feel like it’s moving, thanks to the movement occurring around it. The dynamic footage on the displays, the angle of our spotlights on our hero car, and even our camera dollying to one side and the next, capturing the reflection of the display on the car’s body. The visual message will evoke strength, stability. While everything is in motion the one thing holding this world together is the ROGUE – untamable, reliable, there at all times. The perfect partner on this journey.
HAVAL
Our cinematography will ebb and flow from intense camera moves to quieter elegant moments that allow each piece to breathe. That enable the viewer to admire the innovative features – both interior and exterior - of this new Haval.
We’ll mix wide and medium angle shots of our characters interacting with our hero cars – approaching it on the parking lot, laughing at ease in the spacious interior – with close ups of the Haval’s unique features – fingers pressing on the Haval.APP, the MM display with its 360 camera. We’ll smoothly move from one shot to the next. Giving the sense of a seamless ride, dynamic, fresh and fun.
Lighting wise, bright colors will infuse life to the piece while steeping it in the cinematic. I’ll prefer shooting exteriors during magic hour, blue hour or early morning. Making the blue and red of our cars pop against the gradient background of the sky. Our interior shots will be brightly lit, to capture the detail and diversity of the cars’ interior. The difference in color and mood must be noticed instantly. Each shot drawing our eyes to the type of finish – wood pattern or carbon style - and leather color – brown, grey or black.
I’ll use car mounts to capture the feeling of breakneck speed. Even incorporating a Russian arm that tracks the cars low the tarmac, capturing them in all their grandeur. As both cars race next to each other. The blue overtaking the red.
KIA
The atmosphere will toe the line of magical realism. Bold colors will contrast with the muted tones of the landscape. One moment we’ll be mesmerized by the glimmering refractions of the bubble and the next we’ll be staring at the grey smoke billowing into the blue sky. I want to maintain a sense of balance. We’ll be edgy yet understated. Slick but still intimate. Getting closer to the outlandish but never crossing that line, instead showcasing how one only needs to look at reality through a different angle to notice its quirkiness. A form of hyperbolic realism, that shifts our perspective. Fellini is a big inspiration for me in that respect.