By Elina Shatkin, September 25, 2003
STEELE VFX recently gave a car a face lift and a new set of wheels. Rig removal, road reconstruction, and sky replacements were just some of the visual effects services provided for a new ad campaign for the Pontiac Grand Prix. In all, the studio added more than 80 digital effects and enhancements to the package of five spots, conceived by Troy, Michigan agency chemistri and directed by Jeffrey Plansker of Anonymous Content. The spots were edited by Noah Herzog of Spine
.
Each of the spots is pure image; no voiceover, no graphics. In the spot Guy/Girl, the camera offers a variety of views of a woman and her male companion kicking up dust as she drives a Grand Prix across a huge expanse of desert salt flat. An aerial shot looking down on the car shows it cutting a graceful arc through the barren terrain. The pure joy the woman experiences in piloting the car isn’t fully explained until she parks, gets out and picks up her walking stick: it seems she is blind. The campaign tagline is "Fuel for the Soul."
.
|