Over the course of my career in advertising I’ve made a number of reveal videos for automotive clients. These could be concept vehicles or announcements that a car is going into production, in other words, a big deal for the brand. These films are highly scrutinized by these companies because it is the public’s first look at a completely new car. Sometimes these films play on theatre screens during an automotive industry convention and are then released on the internet on the reveal day. What these projects all had in common was that they were Code Red, meaning highly confidential creative and production processes with zero tolerance for image leaks or spy footage.
I came up with this racetrack “leap ahead” animation technique by rolling a tennis ball between cubicles and shooting it with iphone slow-mo to explain the idea.
I love when a story can be told with light. So, when a V8 supercar was about to go into production as a convertible, we used the sun to champion the car itself.
Th LF-1 concept vehicle was striking in its details, with every single inch treated like a modern art piece. To see it up close was exhilarating, and not just because it had two of its own full time handlers (both curiously named Hiro) and the prototype was one-of-one in the world.
Made with a small team and a fantastic photographer, John Higginson gave us some beautiful imagery to edit together. While it was my first automotive reveal video, it received the most press on the reveal day of any of the ones that followed.