glue Isobar have created this campaign for the new Toyota Auris with Hybrid Synergy Drive (HSD). The car recycles energy as you drive – hence “Get Your Energy Back” – and we’re using projection mapping to bring to life the technology itself.

This technique is pretty hot at the moment (there’s a lot coming out right now) but we think it’s a bit different to the usual stuff out there, and strategically right for the brand.

Instead of using a building as a canvas, we’re projecting a CG car onto the real car from 7 projectors so you can actually walk around the car and experience the effect. We’re using a mix keyframe, 2D, 3D, algorithmic and dynamic animation to deliver the experience, along with practical effects, and it was all done up-close and personal at an intimate event in Shoreditch, in front of passers-by and invited guests.

We encouraged people who were there to share photos and videos to create a bit of buzz, and captured all that on the campaign hub. And once the event and animations drew to a close (at about 3am) Superglue moved in to get the last few shots they needed on the RED camera to create the final piece.

The film was produced by glue Isobar’s digital film unit, Superglue, which counts Commander Gavin Rothery, the VFX expert behind the special effects on Bafta-winning film Moon, as one of its team members. He did all the car transformation. The projection mapping software and geometry system was developed by Igloo Vision. You can see the other talented nutters in the ‘Making Of’.

It’s been picked up by the likes of Fubiz, Creative Criminals, Digital Buzz Blog, Creativity Online, as well as The Sun, The Mirror and lots of automotive blogs. There’s loads of Tweets floating around out there, and we’ve got around 35k views in the first 5 days.

Anyway I hope you like it – it’s been a massive all-round team effort.

Campaign Links
Campaign Hub – http://www.getyourenergyback.co.uk/
HD Film – http://bit.ly/GetYourEnergyBack
Making Of – http://bit.ly/MakingOf-GetYourEnergyBack

Toyota Auris Hybrid: ‘Get Your Energy Back’ 3D projection mapping

Making Of – Toyota Auris: ‘Get Your Energy Back’

glue Isobar
Creative Director – Seb Royce
Creative Team – Nathalie Turton & Lorelei Mathias
Production Director – Julie Hart
Senior Producer – Tony Coppola
Account Director – Jess Burvill
Account Manager – Alex Jena
Head of Innovation – Dom O’Brien
Innovation Director – Andy Kinsella
Planners – Michaeljon Alexander-Scott & Katie White
Production and Post Production – Superglue

Superglue
Live Action Director – Mark Jenkinson
Animation Director – Simon Cam
CG Lead – Gavin Rothery
CG Artist – Marcus Chaloner
Producer – Jax Evans
Production Managers – Vicki Banwell & Marilyn Napaul
DOP – Ed Rutherford
Editor – Jose Gomez
Assistant Editor – Jamie Jenkinson

Music and Sound Design
Resonate Music

Projection Mapping Software and Services
Igloo Vision 360

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The film is by Asylum who are also responsible for such giants as #1 Cheerleader Camp where “a pair of horny college guys get summer jobs at a sexy cheerleader camp”.

Some of their other titles include “The Terminators,” “Sunday School Musical,” “Street Racer,” and “Snakes on a Train.”

The comments on YouTube are genius.

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The story of Adi Dassler from Dario Nucci on Vimeo.

This is the story of Adi Dassler, founder of adidas and one of the world’s most original thinkers. Set entirely in his workshop, this stop frame animation recounts some of his most important inventions and shows us the influence he’s had over sport as we know it today.

Everything in Adi’s workshop was recreated at 1:3 scale. Using photographs taken at the adidas museum, each prop was hand crafted using real materials such as wood floors and cabinets, metal tools and trophies, and even leather for the shoes.

The set took the skills of 30 animation experts a month to build.

Starting with a live-action animatic of the entire film, the stop-motion was then matched frame by frame to achieve realistic movements by the Adi character. The film was roughly 4800 frames, at an average of 1 hour shooting time per second of footage.

Adi’s story is narrated by famed German actor Jürgen Prochnow and an entirely original score was composed and played by the Czech Symphony orchestra. The contemporary beats which signify present day adidas were made by Xavier Mosely of Blackalicious.

A little bit special this one.

via

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After 50 years of using the iconic Futura typeface, IKEA has made a switch to Verdana,

As you can imagine outrage and outcry followed.

This is the absolutely brilliant response from IKEA:

We’re surprised, but I think it’s mainly experts who have expressed their views, people who are interested in fonts. I don’t think the broad public is that interested.

Verdana is a simple, cost-effective font which works well in all media and languages.

What do you think?

Does it matter what “experts” say compared to the “general public”?

Ikea are a very design based company so you’d have thought they would’ve paid more of an interest.

But I like their downplaying of it citing ‘practical reasons’. It kinda works.

Interesting anyway.

Read more about it Idsyn

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Product placement is often backed up with “Brand X. Official Partner of..” advertising nowadays. That was annoying, but these are brilliant.

Posters that cover film and brand integration

Posters comes limited canvas print & frameworks.

All posters is available on Antreposhop.com

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