Land Rover USA through Wunderman NY collaborate with Trunk’s Alasdair + Jock to create a film to thank their 1 million Facebook fans!
Skwigly
Land Rover USA through Wunderman NY collaborate with Trunk’s Alasdair + Jock to create a film to thank their 1 million Facebook fans!
Wunderman NY approached Trunk Animation to make the ‘thank-you’ film that celebrates Land Rover USA reaching 1million fans on Facebook. Award winning directors Alasdair + Jock had a creative field day working with Wunderman, noting ‘The agency were great, they were really up for developing ideas and pushing the boundaries with us!’ With their combination of style, flair, passion and wit, the guys put together a beautiful film that we’re all really proud of here at Trunk.
Over recent months Land Rover USA has been engaging their Facebook fans and asking them to submit photos of their lives with their Land Rovers. These were used as the basis for the storyline created by the guys at Trunk in close collaboration with Wunderman’s creative team. The film charts a journey from New York to the Grand Canyon through iconic American landscapes including the Florida Keys, the Great Lakes, the Grand Prairies, the High Rockies, and the amazing Monument Valley. Celebrating the vast continental reach of Land Rover owners and fans.
The film uses a wide variety of techniques including stop motion, pixillation, CG and digital montage to pull together all the fans’ photos. The entire film, which has been collaged together from hundreds of photos, has the feel of a rostrum shot multi-plane, but as everyone’s shooting digital, without too many actual printed photos! A number of beautiful set pieces stand out, such as the vast landscapes collaged together from multiple fans holiday snaps, and the fans pet photos changing in the key ring, including not only loads of dogs, but a parrot on a steering wheel as well!
All the stop motion and pixilation sequences for the short were shot in London, whilst the stills of the actual vehicles were shot in NYC. As Trunk found out, the US models are subtly different from the UK one’s which meant a lot of magic comping from Al and the team at Trunk’s studio. Notable comping successes are definitely the gloved hand changing gear, and the muddied boot pumping the ‘gas’!
The guys at Wunderman also organised a stills shoot of the new Land Rover range, which was used to texture map and inform the CG elements in the film.
And although a plethora of software was used Alasdair’s favourite bit was still watching Jock creating the muddy boot for the pixilation shoot that involved a large pot of Nutella, a handful of straw and some loose tobacco! The final frames of the 75-second film show the night sky above the Grand Canyon spelling out Thank You in classic Alasdair+Jock style, as a time lapse sky provided by Andy Hague flickers in the background.
The wonderful music was composed by Trunk’s long-time collaborator Ivan Arnold and the sound design and mix by all-time favourite sound genius Barnaby Templer at Fonic.
An aspect of the job that excited all of us at Trunk was the development of the entire concept and execution of the film based around the fans submissions, which charts a new era in the use of social media, and although there are many bridges to cross with a project like this, Richard at Trunk Notes “ The interaction of Land Rover’s Facebook fans not only drove major elements of the creative process, but will also provide the audience for the film. And I think that this cyclical arrangement, although often fraught with difficulties, will certainly lead to many more collaborative projects between clients, agencies, production companies, and most importantly audiences! We can’t wait to see what happens when Land Rover USA hits 10 million likes.”
Links
http://vimeo.com/64746353 <http://vimeo.com/64746353>
http://www.facebook.com/landroverusa?fref=ts
Credits:-
Software used: After Effects, Cinema 4D, Dragon Frame, Photoshop, Lightroom.
Directors: Alasdair Brotherston and Jock Mooney
Producer: Richard Barnett
3D Animators: Mark Lindner and Luca Paulli
Pixilation: Steven Edge
Design: Jock Mooney
Compositing: Alasdair Brotherston
Sound Design: Barnaby Templer@Fonic
Composer: Ivan Arnold
Pixilation shot at Clapham Road Studio
DOP: Matt Day
Camera Assistant: Toby Goodyear
Time lapse Photography: Andy Hague
US Photography: Gary Griffiths
US Gaffer: Marc Mayer
US Grip: Jonathan Robinson
Texture Artist: Francesco Puerto Esteban
Production Company: Trunk Animation
Client: Land Rover USA
Agency: Wunderman NY
ACD Copywriter: Carrie Ingoglia
Senior Art Director: Saunak Shah
Senior Art Director: John McGill
Content Producer: Katie Camosy
Social Media Associate Account Director: Liz Dennebaum
Social Media Account Supervisor: Isabella Josefsberg
Social Media Strategist: Veronica Carvallo