To demonstrate the performance and power of the new WRX STI, DDB Canada’s Toronto office created a real, flipbook or zoetrope that comes to life only when the vehicle passes by. See what happens when the pure performance of the 2011 Subaru WRX STI powers a commercial.
The animation was powered by the WRX STI driving past a series 760 hand-drawn frames to create one smooth animated story.
For the effect to work, we needed a laser level driving surface. It took meticulous testing to perfect the precise engineering involved. No post or CG was used to create the animation. All animation was filmed in camera, using the car itself.
Title: Pure Performance
Client: Subaru Canada
Agency: DDB Canada, Toronto
Creative Director: Andrew Simon, Todd Mackie, Denise Rossetto
Associate creative director: Paul Wallace
Copywriter: Daniel Bonder
Art Director: Yusong Zhang
Agency Producer: Andrew Schulze
Executive Producer: Harland Weiss
Production Company: OPC
Director: Woods and Low
DOP/Cinematographer: James Gardner, Adam Marsden
Line Producer: Tara Handley
Post-Production Company: AXYZ
Compositor: Dave Giles
Transfer: Alter Ego
Colourist: Wde Odlum
Animation Studio: Starz
Animator: Kevin Adams
Audio Company: Pirate Toronto
Audio Director/Producer:Chris Tait
Sound Design: Chris Tait
Music: Chris Tait
Editing House: Posterboy
Editor: Brian Williams
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That is really cool and unique. Not sure if it sells the car. But at least its a cool car. Automotive advertising is the hardest of all advertising. The minute the car hits the street and people are driving it all advertising goes out the window. Because most cars look better in the commercial than on the street. And you can't choose your buyers. Like the Kia Soul has awesome hamster commercials. Then the car in person is goofy and weird looking. And instead of the 16-30 demographic driving it I only see unattractive people over 55 driving while smoking cigarettes. LOL
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