Sound a little unreal? That's because the ad is even more futuristic than it first appears... very little of it actually exists in this dimension.
Intended to be real entertainment fused with layers of humour, director Tony Baggott says it was the most intriguing and challenging work he has done recently because of the extent of the post production work involved: "We needed a solution to the script which required the vehicle to perform impossible stunts and this was solved with intensive postproduction work.
"Executing this Ogilvy Cape script was only possible in the digital realm because there was no way we could construct a vehicle to achieve what was needed on screen."
Partnering with post-production company Black Ginger, Baggott designed a full 3D vehicle, various landscapes and several buildings from scratch, all of which were then integrated into footage of real landscapes.
"About 80% of the frames in this ad have some kind of post production effect added; it's a very dense ad and each time you watch it you will spot something you missed last time," says Baggott.
For Baggott this was a direction he's long been considering: "I'm excited about involving myself in projects like this. 3D is becoming the way of the future and although I've dabbled with parts of commercials relating to digital post production, this is the first one that's been largely driven by the process."
Baggott believes that bringing a cameraman's eye to the post production process makes a real difference: "The process has to be directed in much the same way as the actual shoot and the objective is to see the end result in the same way as a film cameraman would see it.
"This is not simply computer graphics. Marrying what I see as a director/cameraman with what a digital artist can achieve and integrating the two has successfully created something more real than usual."
As there are more and more calls for excellence in the incorporation of digital post production work, Baggott says he hopes to focus on this aspect of the process into the future.
