This TV spot kicks off the “Born Confident” campaign for Volkswagen created by adam&eveDDB in London and DDB Berlin/Hamburg. It tells the story of a young ram, who is born with thick black fur and the horns of a fully grown ram. From day one, the ram exudes confidence, leading his herd of sheep, standing up to a sheep dog, the farmer, and an intimidating bull. But when the ram encounters the new VW T-Roc SUV, he realizes that he has finally met his match. The TV ad was directed by Somesuch’s Nick Gordon.
The self-assured young ram was brought to life by MPC Life. Using innovative in-house software developed for photo-real creature work, MPC’s Life team mastered the tricky balance of crafting a charming photo-real character–the brilliantly bold little ram ready to take on the world–without slipping into cartoon-like animation.
Carsten Keller, MPC’s 3D creative director said: “We needed to create a baby ram with life-like proportions, staying true to physical anatomy. To make him feel real, subtlety was key. Push the animation and ‘acting’ too hard, and you instantly lose believability.”
The campaign will roll out across Europe by the end of 2017.
