R!OT Pulls Off Great Escape For Ford
R!OT has provided visual effects for a new 30-second spot introducing the Escape, Ford's sporty, new SUV. The commercial opens with a simple black on white graphic reading "consumer affairs director." Several letters pull out of the graphic and reform as part of a logo on the back of a surfboard hitched to the top of an Escape driving along an animated beach. The scenario is repeated twice with "research scientist" transforming into "artist" and "business marketing manager" becoming "biker." Henry artist Nigel Randall layered live-action driving footage of the vehicle over the series of animated backgrounds. Heavy International shot the live footage of the SUV as well as a woman on a surfboard, an artist in her studio and a man on a mountain bike, which were used as parts of logos. Additionally, they shot graphics used for the background plates and the typography on an animation stand. The scene had as many as 20 layered elements. "Nigel was able to take all the layers and make them feel as though they were one thing -- one quite good looking thing," explained co-director Jonas Morganstein. "He also understood the concept and knew that the effects needed to serve the concept. He was able to suggest ways that the elements and the effects could be brought together to support the concept, and that is why he was so effective." Randall added, "The transitions had to be as smooth and as seamless as possible -- you're pulled from one scene to the next without quite realizing how you got there." The R!OT team consisted of Randall and Jason Frank, Henry artists; and Klaus Hansen, inferno* artist.