Click 3X Forges All Original Spot for Ford Trucks
February 22, 2008 | Levent OZLER
New York-based Click 3X recently shot, designed, and provided the VFX for a :30 spot for Ford F150 Trucks out of TeamDetroit-JWT. The spot features liquid chrome oozing through a cobblestone street, collecting then reshaping to form the chrome wheels, running boards, grille, and bumpers of the new XLT F150. With a longstanding relationship with both the client and agency, Click 3X was approached to produce the full creative solution, working on the entire process from original concept and design to live action, post and finishing. The breadth of this project highlights Click 3X's position as a full-service creative solutions partner, with the capability to work with a client on every aspect of production, from concept to completion.
"Initially, our creative vision was to use a combination of effects, 2D images, and live action to take the truck straight from the board designs to the screen-knowing exactly what we could do in the studio with the effects certainly helped in the development of the creative concept," said Director Peter Corbett. "The process for this spot was actually pretty intricate and innovative, as we shot in 35mm film as well as special hi-res stills for 32-bit HDRI, created back plates and did pre-vis for all the motion, built a 3D background with hi-res stills to work with both the live-action and CG, and output everything into HD. With the additional technology and talent we have added to the studio, we were able to seamlessly blend the design, shooting, and 3D aspects, all done in house."
"To showcase the Ford F150 Truck's stylish chrome features, we started with the material in its liquid form, allowing the chrome to reshape and reinvent the truck's new look," said Anthony Filipakis. "To create the liquid chrome, we utilized a particle-based liquid simulation technology. Through this method we were able to overcome lighting challenges, including reflections and glares found on liquid metal. By combining some innovative lighting techniques with RealFlow, we were able to more efficiently move the liquid chrome through the streets, suspend it in the air, and solidify the metal to create the new F150's chrome features. This gave us more control over the realism of the liquid motion effects, enhancing our ability to blend shapes without cross dissolves and morphing, as well as reducing the need for heavy cutting and editing. The use of 32-bit gave us a lot more flexibility in lighting intricacies and also allowed for more realistic detail in color correction."
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