Director Manera Grows Giants For Chevy
Santa Monica, California-based The Joneses' Jim Manera has directed an effects-filled new campaign for Chevrolet's Silverado Heavy Duty. Each of the three 30-second spots, featuring effects created by DIGITAL DOMAIN, pictures giant workmen and a giant Silverado operating in otherwise normal-sized environments. In "Construction," a workman picks up a 50-feet long tool belt as he walks past a normal-sized skeletal frame of a new building. In "Ranch," cowboys use a giant Silverado to help track down a runaway horse. In "Pipeline," giant workers use a giant Silverado to deliver a mammoth section of pipe to normal-sized co-workers on a remote mountain. "The final scenes contain eight to ten layers of film and in shooting the elements it was important to know exactly how all of the pieces were going to fit," Manera said. "Each shot required a lot of conversation between myself, Digital Domain, the agency and my DP. It is all about preparation, follow through on the set, and being very thorough and precise." The spot was produced for Warren, Michigan-based ad agency Campbell-Ewald. Digital Domain artists consisted of Leslie Ekkers, visual effects supervisor; Michael Pardee, visual effects producer; Scott Rader, compositing supervisor; Perri Wainwright, Jonathan Wank and Che Martin, Flame artists; Eric Algren and Baptiste Andrieux, CG coordinators; Laura Ormsby, Byron Werner, Lou Pecora and Joe Mandia, roto artists; Alan Faucher, model shop supervisor; Brett Phillips, lead model maker; James Cook and Eric Strudwick, model makers; Chris Dawson, motion control programmer; Arthur Raitano, motion control AC; and Brian Maris, motion control VTR.