Man breaks free from the rest of the assembly line and drives off with the car of his choice.

The scope of VFX needed for this commercial was vast and out of the 55 shots that appear in the 60 second ad, 45 required VFX. The creative brief was to construct an environment which felt like an intimidating industrial factory and include CG robots, digital doubles and matte painted set extensions. The main design challenge was trying to create a sterile, mechanical environment that still felt industrial.

The shoot involved a large set and 90 extras that needed duplicating digitally to fill the production line with hundreds of figures – an enormous sense of scale was important to the director. The set was extended by digital matte painting backgrounds which included vast hallways and overhead skylights.

Throughout the spot several CG robotic arms interact with the actors and their clothing. Basic practical rigging involving pincers on grey rods were puppeteered on set and were replaced by complex 3D animation by the VFX artists. Even the apparently simple shot involving the application of lipstick involved a fully CG robotic arm, lipstick and augmentation to the actress’s jaw and mouth.

Towards the end of the shot 3D robots with light effects are seen racing after the car before it breaks free of the factory. In the final shots the factory was matte painted and tracked in along with changes to the environment itself where the terrain and sky were all replaced digitally.