Monday, January 19, 2009

"Acura" Spot

Sever Acura Commercial from oneo one on Vimeo.

Keep an eye out for the new Acura RDX spot that premiered last night during the AFC Championship Game. Not much for self promotion so we'll let the fairly definitive wrap below fill in the blanks. Attached is the actual spot (above), as well as the making of video and some super random stills from the shoot (below)...

Big thank you's to Chris and the whole Bristol team, as well as Alex, Seth, Heidi and everyone at Epoch. Indebted to work with such a solid core of individuals.

Airing for the first time on Jan. 18, the new Acura RDX spot, “Wall Art,” reveals the turbocharged crossover SUV’s city prowess—darting through alleys, ducking around corners, navigating the urban landscape.

In fact, it’s the landscape that really sets this spot apart. Enlisting the UK director duo of Chris Hopewell and Ben Foley of Collision Films (previous work includes music videos for Radiohead and Franz Ferdinand), this RDX commercial uses stop-frame animation techniques while plugging into the street art phenomenon. Famed US-based aerosol artists SEVER and AXIS, along with a team of 10 artists and painters, brought this idea to life on a massive 100-foot by 40-foot wall. All art was done by artists, not CGI.

“Wall Art” opens with an RDX parked in front of a blank wall. This same wall is painted and repainted with cityscape scenes, hundreds and hundreds of times, to animate the background behind the vehicle. The 13-day shoot for “Wall Art” used more than 450 gallons of paint and 500 cans of spray paint, resulting in more than 400 layers of paint on the wall.

“Wall Art” is premised on the RDX’s turbocharged engine, agile handling and sporty stance—the RDX is perfect for the city. The spot instills a sense of artistry and upscale sophistication in the brand.

Featuring a combination of large-scale street art and stop-frame animation set to Elias Arts composer Kenny Segal’s track, the commercial literally illustrates that the RDX is equipped for anything the city can create. The spot breaks during the AFC Championship game on CBS and will continue to run on sports and high-profile programming such as 24, Criminal Minds and The Mentalist.

Sever Acura Commercial Making Of from oneo one on Vimeo.

(Click Images to View Large)

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