LEXUS AND DIGITAL DOMAIN MAKE COLLISION BEAUTIFUL |
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| Stunning visuals drive high concept :30 | |
In “Collision,” the latest commercial for Lexus’ new hybrid SUV, director Jeffrey Plansker and Venice, California-based digital production studio Digital Domain teamed to visualize an orderly car crash. The result is fascinating and clearly shares one thing in common with a crash – you can’t look away. |
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“Collision” opens on the vehicle testing grounds at the Bonneville Salt Flats in Utah. A Lexus SUV races at high speeds under the hot sun. Coming from the other direction, an experimental concept car is also redlining and kicking up dust in its wake. An overhead shot shows they are seconds away from a horrendous crash. But at the point of impact, glass does not shatter, fire does not erupt, metal does not twist or contort. Instead, the individual parts of the car separate from one another and spread outward from the point of impact. Metal panels, glass panes, cylinders, wheels, axels, crankshafts—every single pristine piece of the car fires off in different directions. At first the parts move quickly but as they get further away they slow down like they are attached to invisible rubber bands. For a split second the car parts hold their position in an eerie but stunning display before changing direction and returning to the point of impact. The parts reassemble to form one automobile; the new Lexus hybrid SUV. “The visual is what is known as a ‘planned’ or ‘exploded view,’ explained Eric Barba, Digital Domain Visual Effects Supervisor. “If you were to disassemble the car, the first part you take off ends up being the furthest away. The explosion has a clear logic to it, that flies in the face of physics.” “The concept of two different objects colliding with such force that they become one is not a new one,” explained Ed Ulbrich, Digital Domain’s Senior VP, General Manager, “but showing the step-by-step process of it happening is almost always glossed over in films and commercials. Most of the time the details are left to your imagination and obscured by some magical burst of light. Jeff [Plansker] worked closely with us to create an extremely powerful visual that portrays exactly how this magic would happen in a logical and orderly way. The end result is so compelling that it seems to make sense. You almost believe something like this could actually happen.” Of course it never could which is why Digital Domain was called on to create the visuals. Every auto part was modeled for the collision scene, which was a 100% digital creation. From the salt flats to the side view mirror, Digital Domain artists created the scene from scratch. “Working on this spot makes you realize the limitless possibilities of digital production,” added Barba. “We were able to mix live shots with digital ones perfectly. We also played with the physics, the lighting, the colors and the camera angles until it looked perfect. We visualized the impossible and made it look real.” ABOUT DIGITAL DOMAIN Founded in 1993, Digital Domain, Inc. has established a world-class reputation for innovation and artistry. Recipient of four Academy Awards, the studio has produced visual effects over the last ten years for films that have generated over $4 billion in worldwide theatrical box-office sales. In the world of commercials, Digital Domain is one of the industry’s largest and most honored creators of visual effects, including the cutting edge advertising campaigns for Adidas and Nike directed by David Fincher. The division consistently works with a stellar group of A-list directors including Michael Bay, Joe Pytka, Bruce Dowad, David Kellogg and Alex Proyas. Industry awards for the commercials division include numerous Clio awards, AICP awards, Cannes Lion awards as well as numerous other industry honors. Digital Domain is currently one of the largest digital studios in the world and hosts an integrated production studio that includes divisions for Feature Film Visual Effects, Commercial Production, Music Videos, Location Based Entertainment and Feature Film Development. Quick time and frames are available at: Press Contact: Fran Koenig (203) 661 5090, koenigpr@optonline.net
Directed by Jeffery Plansker Agency: Team One Advertising Production Company: Animation and Visual Effects by: Jay Barton Editing by: SpotWelders Telecine: Co3 Sound Design by: |
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