LIMEY director Scott Weintrob traveled to South Korea to collaborate with ad agency Innocean Worldwide Europe and client Hyundai on a series of brand films introducing Hyundai’s entrance into the 2013 World Rally Car Series and a continuation of their “Thinking Forward” message and campaign. The promotional campaign, which launched last month at the Paris Auto Show, highlights Hyundai’s World Rally Car based on the re-designed and popular i20 car.
This branded film begins with the all-new Hyundai i20 lakeside. The car disappears and then re-appears as it transforms into the company’s new World Rally Car. The vehicle then shoots off at high speeds through treacherous yet sweeping landscapes, continuing to disappear and re-appear as it races through the countryside. They shot some of the most beautiful scenery in Korea including countryside locations, rice fields, and lake scenes. They also shot at the Hyundai R&D track. The film was shot with Arri Alexa cameras. With the use of a Milo motion control rig and repeatable heads, the team brought together state-of-the art technology and creativity to execute the various visual effects. A duplicate car painted completely black was also used in various plate shots and removed in post.
“It was very important to me that when the car disappears and reappears, the various elements –dust, water, rain–continued without the car,” said Weintrob.
The agency had reached out to LIMEY early last summer to secure Weintrob’s expertise shooting in the automotive genre. Because this was Hyundai’s re-entrance into the World Rally Car Series after a few years’ hiatus, the pressure was on. Under a strict NDA, Weintrob was brought in to view Hyundai’s design of a new Rally Car based on the popular i20 compact 3-door model sold in various markets around the world but not the U.S. Built by a team of engineers at the Hyundai R&D center in Korea, the car would be seen for the first time at the Paris Auto Show.
“Quite often, I am called in to work on a car commercial before the vehicle itself is actually finished,” explains Weintrob. “But this was a truly unique situation with the car being created for the World Rally Car Series. It was really cool shooting in South Korea, they have everything there in terms of equipment and technology but as can be expected they had their own style of shooting. I enjoy that part of shooting overseas as it’s always interesting to learn and witness a different system. This was truly an international job with creative and production talent coming from literally around the world: we were the Epcot Center of film for one week.” Even losing half a day of shooting due to a record-breaking typhoon didn’t put Weintrob off: “I’m from England, so what they called a typhoon was a bit of wind and rain to me. Also, when the skies get dark and cloudy and the wind starts to blow, those are ideal conditions for shooting cars. That’s when things get interesting.”
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More