Cannes Lions

CRASH TEXT

SAATCHI & SAATCHI, Dubai / KIA MOTORS / 2015

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Film
Presentation Image

Overview

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Credits

Overview

Description

In the minute-long spot, "Crash Text," an "A" explodes in plumes of smoke and fire, an "N" slowly crumples as it burns, an "E" cracks and shatters like a windshield during a highway crash, and an "X" drips blood. Each takes place in slow motion, with extreme attention to detail. The music and sfx make the film dramatic and impactful.

Execution

Choosing the right type that can look interesting in as a single large caps character, while having enough body to react well with impact.

We composited images and videos of explosions, smoke, blood and broken glass on off-white letters, layer by layer.

Each element needed to be isolated on its own layer in order to have full control over its motion and behaviour during the animation stage.

Each shot was animated in super-slow motion and on a separate timeline. Smoke, debris, drops of blood, and shards of glass were intricately animated piece by piece, each on its own unique trajectory, in order to mimic the a reaction of things during real explosions and collisions, while creating a beautiful layout of a letter being destroyed or effected by an accident.

After laying all the animated clips in one project, each shot was dramatised by starting it in fast motion, and then slowing it down to an almost-stand-still slow motion, using speed ramping. Rarely were any shots edited in real time. Every single detail needed to be noticed.

Outcome

The film was launched on big screens at The 22nd session of the Cairo International Auto Show “Automech-Formula 2015”, (Convention and Exhibition Centre from 12-17 March, was launched.)

The final outcome is unknown for now but the feedback to KIA as been positive. The film is showing in Cinemas, online and TV across Egypt.

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