Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 21 - Index

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BMW “EFFICIENT DYNAMICS” REUNITES EIGHT VFX WITH DIRECTOR
JOSEPH KAHN
We all witnessed amazing feats of skill and strength in this year’s
Olympic games, and certainly the swimming competition was
a standout. It is fitting, then, that BMW’s campaign “Efficient
Dynamics,” for which Eight VFX (Santa Monica) created
sophisticated motion graphics and more, compares the features
of the new BMW Series 3 to the form and function of a competitive
swimmer.
Eight VFX Executive Producer Baptiste Andrieux described the
project as a team effort, and “an intensive project” that involved
significant concept development. “We worked closely with
BMW engineers to understand the automotive technology and
conducted a number of design tests,” said Andrieux. Eight also
provided on-set VFX supervision in Oregon, where the spot was
shot.
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The company’s standout graphics convey such features as the
Series 3’s Gear Shift Indicator, which – in manual transmission
– lets the driver know when to shift gears for maximum power and
consumption efficiency; Break Energy Regeneration, an innovative
system through which the wheels create energy sent back to the
car’s battery when you remove your foot from the gas or brake
pedal; and High Precision Injection, providing better injection to
harness more power using less fuel.
The project reunites Eight VFX with director Joseph Kahn, who
helmed HP’s “Jerry Seinfeld,” which required the marriage of
motion graphics to live action. Eight’s work on that and other spots
in the HP campaign earned the company great acclaim.
“We were excited to be approached with this project,” Andrieux
explained. “This is the first time we have integrated motion
graphics into automotive advertising, something that is becoming
increasingly in demand.”
All of BMW’s advertising agencies competed for the honor of
creating the new international campaign for BMW’s Series 3.
Interone Beijing emerged victorious with “Efficient Dynamics,”
airing in 27 countries. “We were very aware of the significance of
this project to the client,” Andrieux concluded. “We embraced
the challenge and everyone seems quite pleased with the final
product.”
//eightvfx.com
GUERILLA FX ANIMATES CHECKERS/RALLY’S CAMPAIGN
On the heels of their highly successful collaboration, Checkers
Drive-In Restaurants, Inc., has returned to Guerilla FX (GFX, New
York) for their latest campaign. Guerilla FX has completed the 3D
animation on a trio of 30-second spots, “Mechanical Bull,” Slam
Dunk” and “Welder” through ML Rogers Agency (New York).
For the previous campaign, Guerilla FX’s first challenge was to
define a style. They chose a 3D rendering technique that had
both a sense of whimsy and provided a photo-real sense of the
Checkers and Rally’s stores. The agency didn’t want to lose the
sense of an actual building, so GFX pushed the parameters as far
as they could and played with the morphing of the building until
it became half chicken and half store, and their animations gave
the brand a strong personality while allowing the buildings to do a
number of outrageous things.
For this new campaign, the sharp, playful animations continue
to add a great deal of fun to this commercial genre. “These are