New ad from Ogilvy & Mather Advertising for the Ford S-Max. Breaks over the bank holiday weekend. No other vehicle makes free-spirited people so empowered t than the New Ford S-MAX. Written and art-directed by two of our star creatives, Mike Watson and Jon Morgan, with Camilla Herberstein as creative partner. Music is by Si Begg and is called "Bottled". The director was Noah Harris, one of adland's hottest. The commercial utilises state-of-the-art digital projection techniques to adorn the sexy curves of the newly designed S-max with dynamic images of high-adrenalin sporting action. Rather unsurprisingly, its a highly technical affair that required a huge amount of research and development to pull off. The first phase required the sourcing and shooting the variety of activities including micro-lights, racing bikes and and a custom built wave-machine, all choreographed to fit the appropriate section of the car. Much like a logo on a football pitch, the projected images are completely warped and out of proportion unless the camera is in the exact correct position to read them, so many hours were then painstakingly spent manipulating the images with 3D previsualizations to perfectly fit the sculptural forms of the car. The final phase of production was to physically project these manipulated images in realtime upon the car and film the performance.
Ford, S Max, Ogilvy, Ogilvy & Mather Advertising, London, automobiles offroad