Droga5 and the Hornet studio teamed on this spot titled “Sizzle Film” for Motorola, creating an animation/live-action mixed media adventure to promote the new Moto G phone.
To create the mixed media piece, which was directed by Hornet’s Yves Geleyn, the team utilized a live set to help create a familiar and tactile scenario before giving way to the 2D hero as she dives into her wanderlust dream world. Projected animation, synced to a motion control turntable, was choreographed with precision to the tabletop as it spun in a clockwise rotation. The live action elements nimbly integrate into the background as the animated environment transforms between scenes. Clean lines, dynamic imagery and a saturated color palette highlight the phone’s capabilities while a highly graphic yet gentle design scheme guides the overall tone.
“Behind the scenes was pretty technical,” Geleyn said. “Creating animation to project onto a surface, but also have it interact with objects on that surface, on a moving, live set, and use physical lighting—that took some figuring out. But the spot itself was light and playful, and it made the idea behind it really cohesive.”
Credits
Client Motorola Agency Droga5, New York David Droga, creative chairman; Neil Heymann, executive creative director; Hannes Ciatti, John McKelvey, creative directors; Martins Zelcs, Conor Hagan, art directors; Bryan Stokley, Matt McCarron, copywriters; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Juliana Montgomery, sr. broadcast producer. Production Hornet, New York Yves Geleyn, director; Hana Shimizu, exec producer; Greg Bedard, head of production; Desiree Stavracos, producer; Ivan Abel, DP; Bill Moore, storyboard artist; Anita Chao, editor; Mike Luzzi, lead editor; Anna Bron, Oren Haskins, lead designer; Arman Matin, VFX supervisor; Gabe Askew, lead CG, modeler, texturer, lighting & rendering, camera, pre-viz; Lee Gingold, lead compositor; Tedd Wiggnin, John Mattiuzzi, Casey Follen, compositors; Lee Gingold, camera. Audio Sound Lounge, New York Tom Jucarone, partner/mixer/sound designer; Marshall Grupp, partner/sound designer; Mike Gullo, sr. producer. Music Supervision Sync and Swim, NY Chip Herter, music supervisor.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
