Consider it a hybrid demolition derby/motocross event on steroids. A giant fire breathing robotic creature lifts a truck off the ground, chomps down on it, causing it to break into two and burst into flames, the wreckage falling to the ground.
In the background, we hear a couple of fans in the stands. One notes that they’re “not even in the right seats.” As the next prospective vehicular victim, a red Toyota Tacoma appears in the arena ring, one of the guys comments, “Red Taco.”
The robot’s claw grabs the Tacoma and lifts it off the ground. We hear the arena announcer bellow out, “Tastes like chicken” as the claw brings the truck up to the robot’s metal mouth. The robot bites down hard on the Tacoma and destruction ensues–but not of the truck. Instead the robot short circuits, it’s head bursts into flames and the Tacoma falls to the ground, fully intact and ready to rev. The charred remains of the robot’s head also hit the ground. Against the backdrop of the Tacoma next to the destroyed robotic head appears a super that simply reads, “Tacoma.”
An end tag carries the Toyota logo and the slogan “Moving forward.”
“Robosaurus” was directed by Rupert Sanders of bicoastal/international MJZ for Saatchi & Saatchi LA in Torrance, Calif.
The Saatchi creative ensemble consisted of executive creative director Harvey Marco, creative director Steve Chavez, associate creative director/art director Dino Spadavecchia, writer Napper Tandy, director of broadcast production Damian Stevens and senior producer Jamil Bardowell.
Lisa Rich and Jeff Scruton executive produced for MJZ, with Karen Chen serving as producer. The DP was Chris Soos.
Visual effects were done at Method, Santa Monica, where Alex Frisch was the lead artist and Christine Schneider the producer.
Editors were Paul Martinez and Patrick Griffin of bicoastal Lost Planet. Colorist was Stefan Sonnenfeld of Company 3, Santa Monica. Audio mixers were Eric Ryan and Scott Burns of RavensWork, Venice, Calif.
Sound designer was Brian Emrich of Trinitite, New York.
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent.
But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather.
The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the L.A. area for other opportunities, unless there are enough job opportunities to sustain a solid living.
Now is the time when we ALL must support and bolster this community.
Production is needed in L.A., now!
Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the... Read More