LA-based studio Jamm provided visual effects for the all-new 2019 Volkswagen Jetta campaign Betta Getta Jetta. Created by Deutsch and produced by ManvsMachine, the series of 12 spots bring the Jetta to life by combining Jamm’s CG design with a color palette inspired by the car’s 10-color ambient lighting system.
“The VW campaign offered up some incredibly fun and intricate challenges. Most notably was the volume of work to complete in a limited amount of time — 12 full-CG spots in just nine weeks, each one unique with its own personality,” says VFX supervisor Andy Boyd.
Collaboration was key to delivering so many spots in such a short span of time. Jamm worked closely with ManvsMachine on every shot. “The team had a very strong creative vision which is crucial in the full 3D world where anything is possible,” explains Boyd.
Jamm employed a variety of techniques for the music-centric campaign, which highlights updated features such as ambient lighting and Beats Audio. The series includes spots titled Remix, Bumper-to-Bumper, Turb-Whoa, Moods, Bass, Rings, Puzzle and App Magnet, along with 15-second teasers, all of which aired on various broadcast, digital and social channels during the World Cup.
For “Remix,” Jamm brought both a 1985 and a 2019 Jetta to life, along with a hybrid mix of the two, adding a cool layer of turntablist VFX, whereas for “Puzzle,” they cut up the car procedurally in Houdini, which allowed the team to change around the slices as needed.
For Bass, Jamm helped bring personality to the car while keeping its movements grounded in reality. Animation supervisor Stew Burris pushed the car’s performance and dialed in the choreography of the dance with ManvsMachine as the Jetta discovered the beat, adding exciting life to the car as it bounced to the bassline and hit the switches on a little three-wheel motion.
We reached out to Jamm’s Boyd to find out more.
How early did Jamm get involved?
We got involved as soon as agency boards were client approved. We worked hand in hand with ManvMachine to previs each of the spots in order to lay the foundation for our CG team to execute both agency and directors’ vision.
What were the challenges of working on so many spots at once.
The biggest challenge was for editorial to keep up with the volume of previs options we gave them to present to agency.
Other than Houdini, what tools did they use?
Flame, Nuke and Maya were used as well.
What was your favorite spot of the 12 and why?
Puzzle was our favorite to work on. It was the last of the bunch delivered to Deutsch which we treated with a more technical approach, slicing up the car like a Rubix’s Cube.