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OUTSIDE Crafts 2007 Jaguar XKR Campaign For EURO RSCG WorldwideEditor Neil Gust, Flame Artist Steve Mottershead & Designer Jaime Lamond Bring Signature Style To Another Jag Campaign (September 21, 2006)
The campaign recently broke with a 90-second version created for the cars unveiling at the highly anticipated London Motorshow, as well as globally on Jaguarusa.com. The trio is also cutting and designing a 30 and 60-second spot, slated to break in the U.S. this fall.
Gust, Lamond and Mottershead are part of the consortium of talent that editor/owner Scott Gaillard is building for Outside, the young, editorial, visual effects and design boutique. In order to facilitate around-the-clock access to Euros creative staff, most of the work was completed out of Berwyn Editorial, Gaillards post facility on Manhattans Lower West side.
?Creative directors Alicia Johnson and Hal Wolverton wanted the new package to exude the same level of confidences as the ?Gorgeous campaign, says Gust. ?But another layer was needed to convey to attitude of the XKR.
?This campaign exhibits a more voracious, masculine aesthetic. The car still likes to ?dance, he notes. ?But its a more predatory dance with a lot of muscle behind it.
Gust, who spent eight years as an editor and visual effects artist at Johnson and Wolvertons former Portland, Oregon creative studio, likens the look of the spot to ?60s European New Wave cinema crossed with a 70s road movie. Its gritty with a fast-moving vibe to it.
The editors biggest challenge was topping his previous Jaguar spots for the creative power team. ?Hal and Alicia wanted to be even more thrilled with this new spot than they were with the previous campaign, which we collaborated on for the Jaguar XK, notes Gust. ?We knew they were really thrilled with the early spots, so we had to come up with a way to raise the creative bar, Gust notes.
Since the inception of the ?Gorgeous campaign, Jaguars spots have drawn their inspiration for its strong, innovative visuals from equally powerful licensed music tracks. Gust, who cut the XKR spot to The Blues Explosions ?Help These Blues, notes, Its an awesome, upbeat, fun song driven by sound cues. ?The track had the dynamism we wanted to capture and it drives the visuals.
The music track gears up with the bands narrative welcome to their audience just as the XKR revs up for a fast start from a fog-shrouded tunnel where the backlit car and silhouetted driver appear in the now-classic black, white and platinum Jaguar color palette.
Working in an Apple Final Cut Pro suite, Gust inter-cut car footage shot by Tangerine Studios Ltd. in the UK with lifestyle footage from director/photographer Michel Comte of Barbara Manfredini Associates, in conjunction with The Box Films, Milan, Italy. Digital SLR stills, many shot by Wolverton, and bold type and elegant graphic treatments by Outside designer Jaime Lamond create a provocative montage.
The XKR races in and out of tunnels, on corniche roads and airport tarmacs, pausing briefly in a colonnade against All New XKR graphics before speeding off again in a blaze of light effects. The spot ends with freeze frames of typography, the car and the road accenting the tag line, Gorgeous Knows A Racing Heart.
?There was an enormous amount of lifestyle and running footage and some 35,000 digital still photos to distill into the spot, Gust points out. ?It was a massive amount of work and required a lot of head space. Everything had to move along in a natural way; all the elements had to flow.
Gust rose to the challenge of giving viewers a sense that the XKR was as much a character in the spot as the sexy, beautiful people who surround it. In some sequences he positioned the ?viewer as voyeur, seeking out POV shots, looking over someones shoulder or sharing an out-of-focus glimpse, to convey an aura of mystery.
?The technique makes it feel that youre not just seeing a perfect car on display, but a real vehicle caught up in this New Wave/70s road movie, Gust explains.
Flame Artist, Steve Mottershead worked closely with Wolverton to develop a distinctive palette for the spot. ?I used more color variation in this spot than I did in the first package, notes Mottershead, ?The visuals really worked well with shades of pimento and olive.
?Steve is a master at maximizing and manipulating Flames color correction features, adds Gust. ?He really pushed the colors to the point where the car looks like a glossy piece of wet hard candy -- its deep, slick and very appealing.
?Flame can be extremely precise in applying color to window panes, which allowed me to do a lot of very detailed work on the XKRs windows, Mottershead explains. ?I was able to really crank certain areas to the limits: I could isolate the headlights and tint them without altering the color of the car, and separate the background of the scene from the product, so I could fine-tune the hues in the body of the car. Flame even allowed me to tweak the color of the side and the hood of the car independently.
Steve Mottershead then used Wolvertons digital SLR stills of custom stylized calligraphy as the foundation for creating a series of textured, multi-layered images in Jaguars rich signature pallet. He further enhanced the visual interest of the lettering with strategically positioned reflective lighting.
Assistant editor Matt Jacob did the base conform of the spot on Outsides Final Cut Pro HD, and then Mottershead performed the final color and composite in Flame.
Outside Editorial is a 4,000 square-foot SOHO-based editorial, design and visual effects boutique dedicated to providing advertising agencies with high-end, innovative solutions to their ever-changing needs for creative content for both traditional and emerging media. Their client roster includes Jaguar, Samsung, Volvo, Yahoo, Lugz, New Balance and Greyhound, to name a few. For additional information contact Executive Producer Sila Soyer at 212.966.3980 or go to www.outsideedit.com.
BRAND: Jaguar Cars (Ford Motor Company)
TITLE OF SPOT: XKR Launch (Global)
LENGTH: 90-seconds P
AGENCY: Euro RSCG Worldwide New York: Global Chief Executive Officer: David Jones; Chief Executive Officer, NY and San Francisco; Ron Berger; Executive Creative Director: Jeff Kling; Creative Directors: Alicia Johnson and Hal Wolverton: Copywriters: Jason Kreher, Eric Bertuccio; Art Directors: Patrik Bolocek, Kristina Williams; Co-Director of Broadcast, Production: Joe Guyt; Co-Director of Broadcast, Business Affairs: Cathy Pitegoff; Jaguar Executive Producer: Erik Iversen; Producer: Lorraine Yurshansky; Business Manager: Debra Horvath; Group Account Director, UK: Daniel Floyed; Account Mgmt, UK: Simon Descamps; Talent: Dawn Kerr and Racquelle Proctor.
SHOOT LOCATION: Rome, Italy and Mallorca, Spain.
PRODUCTION COMPANIES: Lifestyle Footage: Barbara Manfredini Associates, in conjunction with The Box Films, Milan, Italy: Director and Photographer: Michel Comte; Executive Producers: Mark Kovacs (Commercial Vehicles), Barbara Manfredini; Director of Photography: Ellen Kuras; (Agency Producer: Robin Feldman) Car Footage: Tangerine Films (UK), in conjunction with Palma Pictures, Mallorca, Spain: Director: Gary Holder; Executive Producer: Linda McKenzie; Director of Photography: Steve Albins; (Agency Producer: Lorraine Yurshansky)
EDITORIAL COMPANY: Outside, NY: Editor: Neil Gust; Assistant Editor: Matt Jacob; Music Researcher: Adam Lawrence; Post Producer: Patricia Higgins;
DESIGN, COLOR CORRECTION & FINISHING SERVICES: Outside, NY: Graphic Designer and Animator: Jaime Lamond; Flame Artist & Colorist: Steve Mottershead; Base Conform: Matt Jacobs.
AUDIO COMPANY: Berwyn Editorial, NY: Engineer/Mixer: Eric Thompson.
MUSIC: Licensed Track: ?Help These Blues (Album: Damage), and: Blues Explosion.
Related Keywords:Outside Editorial, Neil Gust, Steve Mottershead, Jaime Lamond
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