Dashing shows off the miraculous inner-engineering of Hyundai's vehicles as the cars cruise around a massive interior test track in a new five-spot campaign for Innocean Worldwide.
Press Release from Dashing
Dashing shows off the miraculous inner-engineering of Hyundai's vehicles as the cars cruise around a massive interior test track in a new five-spot campaign for Innocean Worldwide. Dashing, employing its bespoke approach to Visual Effects, came together with some of the best talent from around the globe to develop and execute the gargantuan multi-disciplined effort
Each spot features a Hyundai vehicle cruising through a surreally lit postmodern test facility of giant proportions as intricate graphics showing off the automobiles' machinations spring onto the screen. "Veloster" displays the car's dual-clutch eco-shift system as it travels through a sheet of liquid light, "Sonata" shows off the car's hybrid technology as it travels thousands of miles, and "Tucson" examines the inner workings of the SUV's suspension as it glides over a bumpy road. The vehicles travel towards a light and, as though appearing in another dimension, emerge from a suburban garage door, as the narrator summarizes the journey, "Just one of the engineering advances we've brought from our test facility to yours."
"It was inspiring to contribute to something conceptually strong—thanks to Innocean—that needed to be real and functional, without seeming too technical, sci-fi or overly designed, as many car spots can be," noted Dashing Founder and Creative Director Robert Moggach. "Innocean brought together an impressive team to design the foundation of this world we were creating. Production Designer John Beard ("Brazil," "Last Temptation of Christ") and Director of Photography Claudio Miranda ("Life of Pi," "Tron," "Benjamin Button") confidently set the tone early on. Dashing was responsible for creating the entire world around these cars. Having a truly filmic foundation meant the CG needed to match that natural, cinematic energy."
Months before award Dashing was approached by Innocean to develop CG tutorials to aide in conveying Innocean's creative ideas to the client. "Gary Westgate (Creative Director) spearheaded the creative for this project and knowing there was going to be a heavy visual effects component, he wanted us involved early on to guarantee the concepts were taking advantage of the creative tools we had to offer and achievable within a demanding schedule." stated Moggach. "From concept and design, to fully photo-real CGI production and compositing finesse, they trusted our input and wanted to collaborate proactively."
Rather than hunker down in a technology bunker with a massive team to push out the heavy-duty effects, Dashing employs a more dynamic, agile approach by uniting a highly-skilled onsite team of digital craftsmen with similarly skilled artists working remotely around the world. "There's a lot of hype about this new paradigm of VFX production, but the reality is there hasn't been a real working example in advertising and certainly not at this scale. Small teams of creative experts truly can deliver incredible results if you give them the right tools. This project distilled the fact that exceptional, creative visual effects depend on the individual artists, the digital craftsmen—not a big established brand. I was fortunate to have my dream team, assembled from years of experience working worldwide."
Faced with a tight timeframe for a large project, Dashing knew they would have to streamline the process. Previs and storyboarding took place simultaneously in studio and on location and continued during the seven day shoot. "We had dedicated tracking and previs teams on set. Editor Chris Van Dyke (School) was with us as well. Because we shot digitally, we were able to have edits approved and tracking and rotoscoping started within days and even hours of the shoot," said Moggach. "The team was assembled from artists worldwide based on their individual expertise and as needed we brought them to the production to guarantee a smooth collaboration. From plates to delivery, we delivered almost 100 shots of full CGI environments, design and animation in 8 weeks."
"Thanks to our network of expertise built on years of real team collaboration, Dashing is exceptionally agile and adaptable," said Moggach. "As an artist-driven company, we believe that the best work comes from senior artists at the top of their game—give them the best possible tools, and set them loose. With this as a foundation and a progressive infrastructure in place we can rapidly scale up for a project like this, and then scale right down to pursue the next creative goal. My focus is creative visual effects, design, and animation not post-production in the traditional sense. We are equipped for that with Flame for finishing and Lustre for grading but we excel at high-end digital craftsmanship, not typesetting legal supers or versioning."
Founded by Creative Director Rob Moggach, Dashing excels at handling unconventional projects with demanding creative and technical challenges.
Spot Title(s): "Engineering Where You Need It: Veloster" (featured), "Engineering Where You Need It: Sonata" (featured), "Engineering Where You Need It: Elantra" (featured), "Engineering Where You Need It: Tuscon," "Engineering Where You Need It: Genesis" Air Date: February 2012 Client: Hyundai VP Marketing: John Vernil Agency: Innocean Worldwide Canada CD: Gary Westgate AD: Gary Holme, Gerald Fleck Writer: Nelson Quintal, Tim Das Account Director: Shannon Beaver Sr VP Innocean: Vito Greto Producer: Alina Prussky Prod Co: Radke Films / MJZ Director: Rob Leggatt Director of Photography: Claudio Miranda Executive Producer: Scott Mackenzie Line Producer: Mark Hall Editorial Co: School Editing Editor: Chris Van Dyke EP / Producer: Sarah Brooks Visual Effects Co: Dashing Collective Inc. VFX Supervisor: Robert Moggach Design Director: Justin Blampied CG Supervisors: Sebastian Bilbao / Scott Metzger CG Design Lead: Aylwin Fernando Animation Supervisor: Stew Burris CG Artists: Doug Law, Mikko Martikainen, Morena Protti, Kris Cabrera, Matt Burris, Dominic Cheung Compositors: Pat Wakefield, Wendy Whaley, Dan Margules Producer: Mary Anne Ledesma Telecine Co: Alter Ego Colorist(s): Eric Whipp EP: Meredith Gauley Music Co: Vapor Music Music Creative Director: Joey Serlin Composer(s): Julian Rudd (Veloster & Genesis), Andrew Harris (Elantra), Ben Jordan (Sonata & Tucson) EP/Producer: Lindsay Bates Head Engineer: Julian Rudd Shoot Location: Vancouver, BC
Dashing is a group of digital craftsmen, creative problem solvers, and technical innovators. The creative collective specializes in high-end, moving, still and interactive imagery. The studio focus is visual effects yet they also harbor capabilities that allow for unconventional cross-platform projects.