K&C’s concept was to illustrate how a variety of professionals can use the Transit models — from contractors to deliverymen to IT specialists, etc. The spot shows how different workers and companies can customize these vans to suit their needs. “You don’t drive to an office, your van is your office,” explains the voiceover.
“Combining live-action and CG allowed for the best coverage of the Transit, inside and out,” explains K&C partner/director Efrain Montanez. “The key to transitioning from scene to scene was keeping the tempo of the pod movements dynamic, which we achieved with a range of zooms and perspective shifts, and evenly proportioned so you seamlessly experience the singular flexibility of the model.”
According to Paul Kirner and Dan Weber, creative directors at Team Detroit, “For us, the key was collaboration. Our commercial was intricate, fast-paced and CG-intense. We needed a partner with the design chops to create something beautiful and real, and the communication skills to make sure every detail was nailed. King and Country worked in perfect sync with us, from early concept boards all the way through final post.”
“By varying the van colors and transforming the interiors in CG, as well as the graphic aesthetics, we were able to express the immense versatility of the Transit for the various occupations featured in the spot,” says Montanez.
The 2D graphics unfold on an orange, black and white palette. These two elements were layered with the flexibility to stand alone or integrate with the 3D world. The K&C team also designed fictional business logos for the different vans.
K&C shot the spot, using a Red Epic camera over two-days at a soundstage in LA, using both greenscreen and practical sets, including one where a cross-section of a man cave was flooded with 3,000 gallons of water.
Interior and exterior van details, props, and talent were captured in-camera and augmented in CG. Lighting was used to create the realistic look of the vehicles within the varied environments. Rather than studio lighting, K&C used warm natural light, which pops from the graphic background.
Tools used by K&C included Gazelle Motion Control, Autodesk Maya 3D software and Adobe After Effects for compositing.