Nexus' directing collective, ManvsMachine were approached by CHI & Partners to create a series of ten abstract spots that would embrace the unique design of the Toyota iQ.
Press Release from Nexus
Nexus' directing collective, ManvsMachine were approached by CHI & Partners to create a series of ten abstract spots that would embrace the unique design of the Toyota iQ. Using the car as a catalyst various forms are given new life as a result of the signature contact moment.
Creating an impressive CG gallery space to house the installation, ManvsMachine made the car the catalyst for a display of digital artistry and design excellence, perfectly showcasing the IQ's form and features. Expertly lit, box and tube lights trace the car's contours, with larger lights adding soft shadow to create a photo real look as we witness a dazzling carnival of purple colour hitting the car and morphing into amazing shapes and patterns at the point of contact. Controlling exposure using a digital version of high dynamic imaging, ManvsMachine ensured a completely authentic realisation of their CG concept for the car, as well as rendering using Vray, specifically designed for photo-realism and architectural scenes. A completely authentic feel was also central to ManvsMachine's camerawork, which they kept within the constraints of a studio camera to heighten the idea that the installation is being viewed in a gallery and to avoid any distraction as they draw the eye to the car's design and attributes. Using a carefully chosen mix of close, mid and wide shots, the close shots explore the car's form, while the mid and wide shots show the full impact of each unique catalyst moment. Subtle details added to the floor and wall joints of the space change its shape and dimensions to enhance interactivity but the focus always remains clearly on the car. The whole is a masterful illustration by ManvsMachine of the high design aesthetic of the Toyota IQ.
ManvsMachine add: “It was great to get the opportunity to apply such abstract motion graphics techniques to such a mainstream channel and was a joys working for such a forward thinking brand as Toyota."
NEXUS CREDIT LIST:Client: Toyota IQTitle: T4 IdentsAgency: CHICreative Direction: Mike Alderson & Tim SwiftProduction Company: Nexus ProductionsDirection, Design & Animation: ManvsMachineProducer: Nathalie Le BerreAnimation: Remi Dessinges, Shane Griffin, Simon Holmedal, Rupert Burton, Rich Thomas, Doug BowdenSound Design: Echolab