Infiniti speeds through time as they follow hybrid technology from Victorian London to present day in this spot from TBWAChiatDay Los Angeles helmed by Smuggler's Adam Berg, with music composed by the legendary Hans Zimmer. MPC LA provided the stunning visual effects and telecine; while Paul Hardcastle edited at The Whitehouse LA & Trim.
The spot begins in London 1888 at an exhibition for the first hybrid vehicle made by Immisch & Company; then transitions to Belgium 1909, with a design for the first patented Hybrid engine. The story moves on to the 1970's outside a car showroom where a salesman is pitching several new Hybrid vehicles to potential clients.
The spot ends in 2011, with a Lexus hybrid stopped at a red light. Out of nowhere an Infiniti M35h flashes by camera. The finishing touch is a beautifully composted three-quarter shot of the new Infiniti with the voice over: "Finally a Hybrid vehicle worth driving."
MPC's main task was to add period looks to the relevant stages of hybrid production. Drew Downes worked closely with Adam Berg and the creative team at Chiat Day to perfect a look that was true to that precise period of time.
Colorist Mark Gethin first set a basis in Telecine from references, which was then adapted in Flame adding film grain, scratches, film leader, light spill. Additionally, in the 1888 scene a hand crank feel was added. Drew Downes ramped the live action to represent the hand cranked camera technology of the time.
MPC also carried out set extension and matte paintings for 1888. This section was filmed on location at the Universal Backlot. The buildings needed to be extended upwards in the foreground which required 3D proxy geometry and digital matte paintings. An iconic London skyline with Big Ben and the Houses of Parliament was then added. Little touches were also applied to further strengthen the period look with signage and established dates.
Work was also required throughout the spot, removing modern day signage, removing power station towers and pylons on the modern day car shots. The surface of the road was replaced on the end car shot using 3D tracking and projected textures as the client wanted to remove tire track marks.
The final result is a cinematic trip through time that manages to feel both authentic and fresh.