Zoic studios follows up the action-packed “Dominoes” NASCAR spot with a new one called “Variables”. Focusing heavily on the tiny, mostly unseen tiny variables that can affect the race in both mundane and awe-inspiring ways, they used a CG camera to analyze each one.
The intensity, focus, and skill required in the last lap of any race are what set the champions apart from the other drivers. The story of the new NASCAR spot is that last lap, the intensity and focus of the NASCAR drivers, and the variables in the final stretch that determine the outcome for the champion Kyle Busch.
See the spot at the link below, and see the credits and press release after the break.
Zoic Studios : NASCAR Variables.
ZOIC STUDIOS RETURNS TO NASCAR WITH “VARIABLES”
The intensity, focus, and skill required in the last lap of any race are what set the champions apart from the other drivers. The story of the new NASCAR spot is that last lap, the intensity and focus of the NASCAR drivers, and the variables in the final stretch that determine the outcome for the champion Kyle Busch.
Building from the graphic world established in the previous spot “Dominoes,” agency Wieden & Kennedy and Zoic Studios set this story with angles and performance to underline the premise in an improbable way by placing the camera within the variable events often missed during a live event. These “Variables” – happening in fractions of a second – are slowed down and play out before us as metal tears through a chassis and as an engine blows. Using CG gave the camera the freedom to capture the last lap unlike any live camera could, breaking rules without feeling phony.
The spot was cut at Zoic Editorial with an edit that plays out with appropriate intensity. From the very first moment, audiences are placed into the heat of the win, and the head of Kyle Busch, as driven by Metallica’s “Seek and Destroy.”
To view: http://zoicstudios.wiredrive.com/l/p/?presentation=884c2177ef6f451720fe24a5a3626e70
Agency: WIEDEN+KENNEDY NEW YORK
Creative Directors: Stuart Jennings
Copywriter: Luke Behrends and Heather Larimer
Art Director: Cyrus Coulter
Producer: Dan Blaney
Account Team: Matthew Mauriello and Mark Williams
Executive Creative Directors: Todd Waterbury and Kevin Proudfoot
Agency Head of Content Production: Gary KriegProduction Company: Zoic Studios
Director: Loni Peristere
Executive Producer: Steve Schofield and Erik PressEditorial Company: Zoic Studios
Editor: Dmitri Gueer
Executive Producer: Erik PressVFX Company: Zoic Studios
Executive Producers: Steve Schofield and Erik Press
VFX Supervisor: Chris Jones
Director: Loni Peristere
VFX Coordinator: Adam Reeb
CG Supervisor: Michael Cliett
VFX Supervisor: Andy Wilkoff
VFX Producers: Erin Hicke and Sean Tompkins
CG Supervisor: Michael Cliett
Animators: Brian White, Mark Shimer
2D Compositor: Nate Overstrom
Compositors: Dayna Mauer, Ken LittletonMusic: Metallica
Sound Designer: Brian Emrich/ Trinitite Inc.
Label: Rhino Entertainment (Warner)Mix Company: Sound Lounge
Mixer: Philip Loeb
