Director Thomas Garber of Slim Pictures unveils the all-new 2016 Nissan Maxima with the electric “Day and Night” commercial via Team Ignition. The :60 spot and :30 version will air during primetime slots throughout the NBA Finals and Major League Baseball games.
Thomas Garber’s keen eye for lush images and dynamic action sequences translates seamlessly into the highly specialized world of automotive advertising. In the fresh Nissan campaign, Garber portrays a stylish and confident man about town leaving his downtown office at sundown.
Day transitions to night, and the change is mirrored in the evolution of the man’s Nissan Maxima. With a tap of the ‘Sport mode’ button, his red car transforms into a sleek black ride, playing a perfect complement to the nighttime urban landscape. The boom bap beat of Wiz Khalifa’s “Work Hard, Play Hard” is the rhythmic pulse of the city as streetlights accentuate the curves of the automobile, before the final frames reveal the man pulling in the driveway of his suburban home in time to join his beautiful young family for dinner.
As experts of multicultural advertising, Team Ignition set out to showcase the different worlds that the revamped Nissan Maxima fits into. By portraying the duality of a family man who also enjoys his own time driving the high-performance vehicle, the Nissan Maxima is rendered both as a practical sedan and a luxurious 4-door sports car.
Thomas Garber and the Slim Pictures team were the natural choice to elevate the project, creatively and technically, with Flame Artist Miles Essmiller and VFX Artist Vincent Wauters of Fellow LA handling the VFX. Allen Perez, Creative Executive Producer of Team Ignition, remarks, “from day one, Slim’s Executive Producer Tom Weissferdt stood out. From the brief to the follow through, Tom focused on the creative and delivered.”
Perez continues, “I’ve previously worked with Slim and the work is always A-level. They focus on supporting the directors and providing what they need so that they focus on creative. Slim delivered above and beyond expectation. There’s always the sense of camaraderie and commitment to the vision and the final product.”
Team Ignition British Randle VP of Creative Services & Integration – also said “once again, Slim Picture delivers. We are pleased with the way the spot turned out”.
Berlin-based director Thomas Garber has brought his distinct, dynamic film style to create an impressive body of work for other clients such as Mercedes-Benz, Levi’s, Johnnie Walker, Dove, and Audi. This trademark aesthetic has earned him numerous awards, such as a win at the Saatchi & Saatchi New German Directors showcase, as well as a nomination for the prestigious Young Director Award at Cannes.
