Ogilvy & Mather Advertising’s new campaign for the Ford S-Max is called “Details”.
The first execution is this TV ad created by Mike watson, Jon Morgan and Cammilla Herberstein, which breaks on all major channels this Bank Holiday weekend.
The music is by Si Begg and is called “Bottled”. The ad is directed by one of the world’s hottest new directors, Noah Harris.
As you’ll see by clicking on the YouTube link above, the commercial utilises state-of-the-art digital projection techniques to adorn the sexy curves of the newly designed S-max with dynamic images of high-adrenalin sporting action. It’s a highly technical affair that required a huge amount of research and development to pull off.
The first phase required the sourcing and shooting the variety of activities including micro-lights, racing bikes and and a custom built wave-machine, all choreographed to fit the appropriate section of the car. Much like a logo on a football pitch, the projected images are completely warped and out of proportion unless the camera is in the exact correct position to read them, so many hours were then painstakingly spent manipulating the images with 3D previsualizations to perfectly fit the sculptural forms of the car.
The final phase of production was to physically project these manipulated images in realtime upon the car and film the performance.
Everything was captured in-camera.
Come back next week to see the poster ads – and watch out for a raft of eye-popping summer activity too!