We handed in our concepts today. The briefs were cleaned up and put in a suitable TVC script format (I was hoping it would demonstrate our experience and professionalism in producing TVCs and give us an edge against the other filmmakers!). We also provided graphics for our top 3, and a test render of the Lancer. Since we’re not making a photo-reallistic ad, getting the car right is something we’re going to have to nail with the client right away.
As fate would have it, Eddie came up with a terrific idea for “Stronger”
‘Lester is famous. He’s famous for a certain ability. He can eat metal. In fact Lester can eat any part of a car.’
(Lester is seen eating an entire car piece by piece)
‘Lester has developed a unique ability to rebuild an entire a car in his stomach. Just watch him!’
(Lester giggles his torso around as the clanking and clanging of metal can be heard)
Lester suddenly looks at the camera and grins then regurgitates an entire car that is made up of different car parts and looks extremely mish-mash and ugly. Made up of different car parts. He smiles proudly. He opens the door and gets inside the car and it completely falls apart around him.
A clean pic of The Mitsubishi Lancer appears
MITSUBISHI LANCER – STRONGER CAUSE ITS MADE IN A FACTORY NOT
IN SOMEONE’S STOMACH.
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The “top 3″ we’re going with are “STRONGER”, “SAFER”, and “GREENER”. My favourite, as well as everyone else’s it would seem is “SAFER”, which really lets us do what we do best.
We were glad to find out from Tropfest the following things
3 days to go…
I joined in the branstorming session with Sam (Managing Director, Producer) Brodie (Animation Director), Eddie (Creative Director, Writer-Director), James (Head of Production, Director, Cinematographer), Aaron (Technical Director) and Ari (Art Director).
Our big concern is whether or not they are open to something with a stylised look, as opposed to photo-reallistic. Showing the product itself has always been a golden rule of TV advertising, and despite the many fancy effects you see in car ads, they have overwhelmingly remained photo-reallistic in their representations. VFX is obviously not our strength, and doing something stylised would certainly let us play to our strengths and give them something that stands out.
As can be expected, Eddie presented some great ideas that come from god-knows-where!
(more…)
We received the official brief about the Sony Tropfest Supershort Series Initiative… We have until Friday 31 to come up with 6 concepts (6 working days)!
Mitsubishi has signed on as a major sponsor of Sony Tropfest, and has commissioned a series of 6 x 60 sec TVCs for its new Lancer to be directed by Sony Tropfest alumni. Each TVC is to relate to one of the 6 brand values of the Lancer:
in a bold move, a 7th user-generated promo will also be produced. The “Supershorts” will appear on Channel 9, Hoyts Cinemas, and at Tropfest. The audience (and market) we have to reach are “Joe and Jane Public” (male & female 25-44, with a skew towards female), “Young Cool Urbanites” (18 – 30 males and females), and “Empty Nesters” (46 – 60 young at heart – older version of YCUs).
It’s a great opportunity for us and the very thing we’ve been looking for; an international brand, the chance to do the creative, big exposure etc.
1 good pitch in 6 days is hard enough, but they want us to pitch SIX ideas, even though we can only reasonably expect to win one of the supershorts. We also have to nominate three “favourites”. The quality of the pitch is always diminished and compromised as you try to pitch more ideas. Recently, we were involved with an agency’s competitive pitch for an account with a utilities company. Feedback was they lost out because they pitched multiple ideas that weren’t as strong as the eventual winner, who pitched only one concept.
Technically, we’re at no disadvantage with the conditions applying to everyone, but it still makes it hard for us to make the best pitch we can and play to our high quality strengths.
I’ve always wanted to do a car ad. It’s one of the four things I’ve wanted to do in animation – the others being a feature, a TV Series and a beverage ad.
I was really excited when Sony Tropfest got in touch with us about their Super Short Series (SSS) initiative giving Sony Tropfest alumni the exclusive chance to pitch on some “Supershort” promo films for the new Mitsubishi Lancer. We got the gig and it’s airing this week on the Nine Network and in Hoyts cinemas. You can see it online at ninemsn. Easily one of our most ambitious projects, tomorrow you’ll get to see how we did it as I declassify my first project.
