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Imaginary Forces Delivers the Latest in Luxury for Oral-B

Imaginary Forces delivers the latest in luxury for Oral-B in Black, a sleek, all-CG spot directed by Ronnie Koff.

Imaginary Forces infuses a next-generation toothbrush with the sophisticated luxury and superior performance of a race car in the stylish new :22 Black for Oral-B out of Publicis Kaplan Thaler, New York.  The sleek, all-CG spot directed by IF’s Ronnie Koff takes a close-up look at the streamlined design, remarkable acceleration speeds and innovative performance settings of the newly launched power brush. Through the clever use of photo-real CG, the Oral-B BLACK 7000 is introduced in the slick fashion of a new racecar model reveal.

In order to successfully draw viewers into the guise of a performance car commercial, Koff took a photographic approach to CG, heightening the believability of the illusion with precise detail and realistic camera movements. Notes Koff, “With such a clever idea and an interesting new product, I jumped at the opportunity to direct this conceptual spot. I chose to keep the camera moves very tabletop up until the explosion, mimicking real live action car footage.”

Source: Imaginary Forces

Jennifer Wolfe's picture

Jennifer Wolfe is Director of News & Content at Animation World Network.