Ford Fiesta Commercial

I was recently catching up on Creative Review Magazine where i found a write up on the present Ford Fiesta Commercial, in which TV screens of different sizes choreograph through a city space in sync to Pluxus track called "transient" until they become a car.

The concept behind the ad initially appeared straight forward. Individual TV screens showing up within a sub urban setting, coming together and breaking apart making its way through the city before becoming the rough shape of a car then ultimately morphing into the actual car.

What i found intriguing about his ad is not so much so the concept of the idea which some views were that it was a rather disjointed concept that lost itself between the drawing board and production. I was drawn to the ad because of the contents projected on the individual screens moving through the city space. How that the contents of these different screens interact with each other to project a view as though looking at a single screen. For me, its almost like taking the idea of split screen to a more dynamic level.

For the designers, they thought what made the commercial unusual was reasons stated above as well as the way in which the contents displayed on each of the individual interacting screens were generated.

The ad directed by Noah Harris contained contents created by over 20 other designers, artist and film makers. They all created short pieces of moving image which was finally played back on the moving screens. The aim of the individual moving image pieces was to capture a sense of the 'NOW' in response to the brief set by Mark Simpson, director of marketing communications, Ford Europe : Deliver a pan-European multimedia campaign for the new ?Ford Fiesta (Project: This is now)

The idea of contribution came about through the design of Ford fiesta which was influenced by the Zeitgeist. The total concept of the Zeitgeist means you cant really just sit down and make all the stuff yourself. this was key to getting many other designers involved which they believed was the base of the whole idea for the commercial.

Critics of this ad have thought of it as a rip off of the Sony Bravia Ads with the continuity effect,(the ad shares visual similarities with the White Stripes - The Hardest Button to Button music video.) A typical car ad where the focus seem to be on the design of the ad themselves and creating something that's 'Hollywood'. Some sect have believed that the ad lost it focus which was originally targeted at women because of the cars pink color but has now been seen as very masculine :dark and slick, set to some sort of techno music. the use of modern TV screens in the ad they believed is not appropriate as modern screens have limited allure to women especially those women expected to be attracted to a pink car.

FORD FIESTA COMMERCIAL
Creative Agency: Ogilvy Advertising London
Creatives: Dom Sweeney, john Crozier
Media Agency:MindShare
Production Company: Blinkink
Director: Noah Harris
post-Production: Framestore

Sources:
* Creative review Magazine
* http://www.brandrepublic.com/Campaign/Creative/57113/ford-europe-
this-now-ogilvy-london/

WATER TANK FX….

Symphony in Red

Yah, you did both got 'ink' flowing through my head. After spending some time with Andy and Jordan up at the photography studio where they were working on some experiments for their self-directed project. Messing about with ink in a tank. Something i'll like to explore myself. I find it very fresh though it has been around for a while according to xpez2000 comment on the motionographers blog.



Comment by xpez2000

2007-08-06 16:54:59

" The " ink in the tank" idea always seems to stick around….This is one of the tricks that have been around the longest…

Check out the earliest NOVA TV intros from the 70s-80’s Thats milk…making the nebulas..

I am sure some early sci fi films have used it before too..

Actually there could be a book about WATER TANK FX…." (Motionographer)

Am not sure if you showed this movie at the idea presentation session but thought you should see it. more importantly for me, the discussion on some of the processes and materials used in creating the movie discussed on the Motionographer website sometimes in August 2007, posted by a Simon Robson.


The stuff that interested me most through the discussion was how the type used within the movie was created.

" the liquid formation and dissolution of the
typography is again straight out of the drawer."

It may interest you to know that the text transitions / treatment within the movie was 90% in camera. it was created with printing on foil with an inject printer then using washing up liquid to blow it away with some careful time remapping effect in AE. How cool is that? Awesome!

For the thin layer of ink as seen on 00.53 sec of the movie, from the top of my head I'll think they may have used a syringe to forcefully shoot the ink into the water. Allowing a split second where it may hit a straight long distance before dissolving and spreading into the water. I would suggest that you try using a syringe to drop the ink into the water. This may work out in some funny way.

Also thinking in line about text as per 'Water Tank FX', i found this. Am sure this was computer generated as it serves as a digital screen saver but thought you could try playing with items. Its on the SCR site.

"SCR" — a label intended to serve as a platform for emerging media projects based on the recent digital/network movements. They produce, develop, and sell various interactive art / software / video-based projects, and lots more.

SCR - a creative label for screen media

DROPCLOCK








Heres another stuff i stumbled upon. Another clever use of ink in ad design. hummmmm really this is 'WATER TANK FX'. welcome.

ANNIE LIEBOVITZ



Sources:
Motionographer
Digital Kitchen
youtube.com
scr.sc

Gustav Espenes

http://www.klippoglim.no/
some random beautiful stuff i found by accident. enjoy

ilovedust

Love the intro to the web page......... i think the illustration is amazing. Fab type

My best pieces:
Time out NYC
Coffee is...
Miller MGD (reminds me of Si Scott final print work for orange 'if you love something'
Cheyenne Kimball
lascivious
Net Porn
Ride Magazine
Intel
Virgin Media
Pepsi
This is NYC
Bad Music
Zune
Digital Arts

Graphic Design
Land Rover
Nike Sportswear
Metronomy
Zune Arts
2 Faced
Beyonce
Bloomingdals

Red Design

THE NEIGHBOURHOOD

Neighbourhood is a motion graphics studio located in High Street in Manchester. They combine imaging, animation, technology and sharply focused craftsmanship to create their work. Their aim is to create memorable imagery that represent the idea of their client and realize their vision.

They create 3D animation, varied photomontages, motion graphics, direct film shots, TV stings and idents, photography and illustration. Their clients include Sony, CBBC, Hertel, Ghd, TBWA, Saxton, and manchester City FC

SHOWREEL

I came across the company while I was going through the Big Chips Awards website where they were listed as the winners for the best animation category in Manchester.

I really love the style of their website. It is very similar to a piece of work I created for a friend who was working on a project with the ACS – Afro Caribbean Society.

ACS - website banner for concept page

I also loved the works that they produce. I have since contacted them but have not had any replies yet. I hope to call them in a couple of days to see if I can get any verbal feedback concerning the mail for a portfolio crit.

My Email

The Neighbourhood

3rd Floor
65 high street
Manchester
M4 1FS
+44(0) 161 907 3160


I have recntly called to follw up on my mail and spoke to Michelle and she asked me to send a mail with a link to my work directly to her and she will try and have a creative look at it and give me some feed back.

code computerlove

Code computerlove is a digital communication agency based in Manchester.

Am looking to doing further research on this company which may possibly become a contact.

DIPLOMATIC-COVER