Title – SUBARU “The Carparts”
Director: Timo Schaedel
Agency: Dentsu Creative X Inc.
Creative Director: Jun Katogi
Year of production: 2010 released in January 2011
Production: Marketfilm Infected
Animation/post production: Infected/Lafourmi
Producer: Alexander Steinhoff
Editor: Philipp Dreyer, Hans Hartmann
Music: Michael Fakesch
What Happens: The journey of a Subaru car through a magical unrealistic landscape made of car parts. At the beginning you see it from the car point of view and towards the end you finally get to see the car itself. The best part is the way this “car parts” world was created: trees, animals, waterfalls, all nature is made of different car parts, and so are man-made constructions like skyscrapers, buildings and roads. Everything moves very smoothly and realistically.
Tools and production techniques: There was an extensive use of special effects and photo-realism techniques to be able to create this unrealistic “car parts” world. They probably used many 3D techniques, illustrations, photo montages and rendering techniques. Lighting and shading are also a big part of this video, without them it probably wouldn’t look as realistic and “lively”.
A Key Question: This was a commercial created for Subaru. The inspiration was the new Subaru tagline “confidence in motion” and the goal of the video was to create emotional landscapes and scenarios from otherwise pretty technical and cold components. At the end, the message is for the viewer to “Explore a world greater than the sum of its parts”.
My Impressions: I believe the intentions of the makers of the video were very successful. This video is very emotional, thanks to the flowing movements and flowing music that go so well together, and it was able to create a magical world made of metallic parts that look full of life. It’s the first time I see a car commercial trying to convey these kind of emotions and being so successful in doing so. It definitely shows that there’s a completely different culture behind this message, more spiritual and with different values (Japan).
Additional Background:
Production Company’s Website: www.infected-post.de and www.lafourmi.de
Agency’s website: http://www.dentsu-crx.co.jp
Director’s website: http://www.timoschaedel.com
(Here you can also find the video)
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