Digital studio Indigo Post completes editing and design work for 2010 Ford Taurus SHO ‘Fight to the Finish‘, a :30 national TV spot for agency, Team Detroit, and set to air this week on Dish Network.
Initially starting out as a viral campaign in the summer of 2009, ‘Taurus vs The Competition’ featured a series of four 3min videos with teasers cut by Indigo comparing the new and improved Taurus with the higher classed Lexus, Audi, Infiniti and Acura. In each case study the Taurus SHO came out on top, winning all of the comparisons and moving up a class. To entice online viewers to watch the full videos, Indigo was asked to design title treatments and edit the comparison videos into one :30 teaser spot called ‘The Fight to the Finish‘.
Team Detroit provided the live action footage shot for the four videos and told Indigo to make the cut. “The collaboration is always there with Team Detroit. They allow us creative freedom which we thoroughly enjoy. Their team is dialed in throughout the entire process. They know what they want, which allows for quick reviews and changes,” recounts Tracy Bucchare (Executive Producer, Indigo Post). “After final delivery, the client loved it so much they decided to make it a national commercial spot, which is very exciting for us.”
The spot opens on a desert highway race scene showing the Taurus ready to go up against the competition. Smooth pans showing off the car build up the suspense until the engine starts and a flag waves to start the race. Quick cuts and slick graphics enhanced by sound design keep up the competitive tone. Indigo’s Creative Director, Alide Meredith, designed graphics to visually embellish tests of V6 vs V8 speed, body durability, sound check and Blind Spot Information Systems (BLIS). Titles sweep in throughout, portraying speed and resolving with a smokey flicker.
“We wanted to really show off the new Taurus, but also needed to reveal the competitiveness it has with the other cars. So, the challenge was fitting in all the messages from ‘Taurus vs The Competition’ while keeping the edit focused, fast paced, and exciting,” says Eric Bucchare (Digital Supervisor / Editor, Indigo Post). “When the project wrapped I actually ended up going out and buying the SHO, so maybe I did something right!”
Watch Ford Taurus SHO ‘Fight to the Finish‘ here:
http://indigo-post.com/press-release/taurus/
About Indigo Post
Indigo Post is a San Diego post-production design studio. We take an idea, product or brand and bring it to digital life with our expertise in motion graphics, editorial, design and animation. We are inspired by the endless creative possibilities that transform concepts into ideas in motion. Or simply put, we get excited to make things look good. Our open boutique setting allows clients to connect and collaborate with artists to shape their advertising concepts into innovative designs. We believe great work comes from visual inspiration, happiness, passion and a little bit of good clean fun. Sprinkle in a little sunshine and 70 degree weather and we’d say that’s a pretty good reason to live-love-work in San Diego. Check out our award winning work at www.indigo-post.com.
