Automobiles

M4 Factory Trailer.

The video below shows how post production can make a video. Directed by Allesandro Pacciani this spot for BMW’s M4 is a masterful blend of live action shots, post production CG, clever editing, and sound design. The M4 was shot on a racetrack that had been specially prepared for the shoot. The environment is a refinery is all fake 3D modeling that is highly detailed and filled with hundreds of CG lights. The lights had to be mapped and rendered on to the car in post, the track had to be stripped away and replaced in post, and the entire piece had to be finished in a way that feels real. The result is a spectacular 30 second spot for BMW. Pacciani has created a dark and moody spot that highlights the performance of the M4 as it navigates through a foggy, mysterious environment, all in a 21 x 9 aspect ratio for cinematic effect.

At the beginning of the spot there is a clever tag, “This content is Rated M” appealing to those who know BMW. There spot is steeped in BMW’s racing heritage which helps sells the power of the car to the intended audience. There is a video game quality to this that will appeal to a younger audience that aspires to own an M4 as well as an established audience that still plays games like Forza and can afford the car now. Solid advertising without the need for a single voice over or hard sell line.

16 Cars and Vans

A couple of weeks back I was approached to do a set of 3 illustrations of classic sports cars at a fixed price. The direction was specific about the view being straight ahead from the front of the car. The end goal was that these were going to be used in a printed calendar, and after the first 3, I’d get 9 more to work on.

Unfortunately, I fell victim to the bait and switch tactic or would you rather do these on spec, or for free, for a ton of exposure, and a possible cut of the profits. The thing is I don’t work for free, and unfortunately, the client’s proposal left me flat. So, I decided to say thanks but no thanks, keep my files and go back to my office.

The thing is though, it got me all inspired, so I did 12 more over the course of a couple weeks, and shared a few on social media. Now, I’m releasing them to the world. I really don’t have any interest in making money off of these. It was a fun little exercise with Adobe Illustrator that I feel good about. Each image is sized for the iPhone 6 screen resolution.

All I ask is if you download them and use them, give credit where credit is due. Let people know I am the guy that made these. Don’t resell them to make money and don’t take my name off of them. Tell people where you got them, and ask them to respect the same request about selling and credit.

Enjoy.

XKE

280z 356 911 917 2002 A-100 Alfa California Corvan DB5 Falcon Merak Miura Quatro XKE

The Gentleman’s Wager. Johnnie Walker Blue.

A year ago Johnnie Walker Blue released an online short film titled Gentleman’s Wager. The film featured Jude Law and Giancarlo Giannini, a big budget and some serious production value. Like other big brands Johnnie Walker’s foray into the long format online commercial was a winner. To follow it up they have released the second short film, and like last year where the bet was for Giannini’s rare yacht, this year it is for a rare Italian sports car.

The new 11-minute film, is another wager, this time starting at Giannini’s beautiful Italian palazzo, and a road race from just south of Rome to Monaco.

Along the way Law meets a beautiful woman, played by Chinese actress Zhao Wei and helps her fix her car. He breaks down on several occasions, and arrives in Monaco with moments to spare. In addition to Zhoa, there are cameos by Formula 1 heroes Mika Häkkinen and Jenson Buttonas well.

Like the first film, this one was once again directed by Jake Scott through RSA. The film is gorgeously shot in the world of the uber rich, and the production value is just as good as the first. Once again we have a big budget production exclusively for the internet, and while some might say this is a huge risk, I think this kind of storytelling to extend the brand is going to pay off.

Gentlemen, Start Your Engines!

Nothing gets me going more then when multiple thing I am interested in come together at the same time. For instance, Graphic Design, Film, Automotive Design, and Industrial Design. In this case it is one of the latest books from Gestalten, the topic, and the support film released on their website.

Gentlemen, Start Your Engines! is a record of limited edition, history making vehicles, and industrial design finessed into rolling art. All of this is packaged in a beautifully designed book that is filled with show stopping photography, type, and page layouts. Jared Zaugg and the team at Bonhams have put together a book that gives the reader a true sense of the intensity of true automobile culture, representing it in a large format designed to showcase the forms and details of these classics.

The short video below is a wonderfully shot and edited piece that highlights the contributors to the book, the cars themselves, and the the content that fills the pages. With each short film they release the crew at Gestalten gets better and better at their craft. The video itself really does a fantastic job of selling the story behind the book, and the book itself.

“The book features a selection of models that go far beyond mere technical stats and gleaming chrome. Rather, they all offer something far more valuable: compelling stories. These include the rare and uniquely configured Lamborghini Miura SV Coupe purchased by rock star Rod Stewart. Or the Bugatti Type 57S Atalante Coupe from 1937 that, after the owner’s death, was rediscovered by his family sitting exactly as he left it nearly a half-century earlier. All the big names are included, but the focus is on what can be found behind the logos and the polished surfaces.”