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Ford S-Max ‘Detail’ advert

Agency: Ogilvy Advertising

Client: Ford

Ogilvy London has released its latest commercial for Ford.

The commercial utilises state-of-the-art digital projection techniques to adorn the curves of the newly designed S-max with dynamic images of high-adrenalin sporting action.

Rather unsurprisingly, it’s a highly technical affair that required a huge amount of research and development to pull off.

The first phase required the sourcing and shooting the variety of activities including micro-lights, racing bikes and and a custom built wave-machine, all choreographed to fit the appropriate section of the car.

Much like a logo on a football pitch, the projected images are completely warped and out of proportion unless the camera is in the exact correct position to read them, so many hours were then painstakingly spent manipulating  the images with 3D previsualisations to perfectly fit the sculptural forms of the car.

The final phase of production was to  physically project these manipulated images in realtime upon the car and film the performance.

All this complicated hard graft meant that everything was ultimately captured in-camera creating a masterful end result. Many of the simplest looking shots are actually one of the most complex.

AJR
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