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