With these assembled, we began the process of story development. Every viewer doesn’t see every detail, but the liminal storytelling of these elements brings vivid personality to the atmosphere. Just as we built a ‘real’ framework for CGI structures, lighting and cameras, we referenced reality to construct the character and story, to make both feel more tangible. Such level of detail isn’t usual in advertising so it was an interesting exercise, which has parallels in the process of CGI. What’s the landscape and plants like that surround it? We built the world up through questions, rather than software. Using these analogue methods allows for swift changes and flexible, imaginative thinking, to expand the possibilities, making it so much easier to say “What if…” When creating the world for this character to live in the process (as always) started long before any CGI – with pen and paper, talking and thinking. We settled on a man with a dream to be the first Black man on the Moon. What contemporary pioneers would inspire us, visually and conceptually?Ī character to be the centre of gravity for our story. Images of power and light, of a clean and positive future, more attuned to the environment without losing any of its visceral impact as an object of desire. Of course we wanted to work with a car….but in a modern visual language evolving around the dynamism developing in electric cars. And also to have some fun at the same time!
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To push some boundaries and possibilities in our work.
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Like so many complex productions, this was a simple idea – to make a short film as a showcase.