While Super Bowl advertising sputtered (see page one story), German engineering hums along in "DNA," a :60 for Volkswagen that debuted Jan. 30 in select markets and will see heavy national airtime during the Winter Olympics.
Created by Arnold Worldwide, Boston, and produced and directed by the New York-based PSYOP Creative Collective, the spot portrays the evolution of Volkswagen’s product and image from the 1960s to the present day with an understated graphic elegance and a healthy dollop of subtlety. Shoot Online subscribers may read this week’s Top Spot of the Week in full by accessing the Current Issue in the Members Area.
CLIENT
Volkswagen of America.
PRODUCTION CO.
PSYOP, New York.
PSYOP Creative Collective, director; Marie Hyon, Kylie Matulick, Eben Mears, Todd Mueller and Marco Spier, creative partners; Justin
Booth-Clibborn, executive
producer/producer; Todd Akita and Pakorn Bupphavesa, technical
directors; Chris Batty, Sean Eno and Kent Seki, camera animators; Jeremy Butler, Jason Goodman, Domel Libid, Joel Sevilla, Marko Vukovic,
character animators; Tom Cushwa, Gavin Guerra, Jason Strougo,
Eric Ryder, modelers.
AGENCY
Arnold Worldwide, Boston.
Ron Lawner, chief creative officer; Alan Pafenbach, executive creative director; Paul Shannon, executive producer; Adele Ellis, senior art director; Tim Brunelle, creative director/copywriter; Jennifer
Hardie, producer.
POST
PSYOP, New York.
Eben Mears and Roi Werner,
Flame artists.
VISUAL EFFECTS
Evan Hecox, San Francisco.
Evan Hecox, illustrator.
AUDIO POST
Soundtrack Recording Studios, Boston.
Mike Secher, engineer.
MUSIC
Music For Picture, New York.
Chris Dyas, composer; Peter DuCharme, arranger.