Cannes Lions

LISTEN TO YOUR ENGINE

OGILVY & MATHER SHANGHAI, Shanghai / CASTROL / 2015

Film
Case Film

Overview

Entries

Credits

Overview

Description

We open on a top shot of a car engine.

A robotic arm, which has an LED strip attached to it, circles the engine.

The arm speeds up and the house lights are dimmed. A band of light is painted by the arm.

We hear the sound of the engine starting up. The LED lights change in perfect sync with the sound, causing a change in the light painting.

The camera then pulls down to a side shot of the engine, revealing the sound proof chamber in which the engine is positioned.

Meanwhile, the sound becomes more and more chaotic, causing the light animation to also become equally frantic.

Shards of light are now swarming furiously around the engine.

We cut to a product pouring shot, where the soothing qualities of the product are explained.

When we return to the engine, the sound has changed to a smoother, calmer sound. This causes the light painting to coalesce into a smooth band which forms a harmonic equilibrium that protects the engine.

Execution

To demonstrate the abrasive effects of engine wear, we created a sound reactive sculpture made entirely out of light. This 3D light sculpture was printed around the source of the sound: a car engine.

To do this, Traditional stop frame animation techniques were merged with mechatronics, motion control, and low light photography.

First, engine sounds were gathered. This sonic data was used to generate a 3D pre-visualization. Each individual audio element was reflected visually by the animation.

The visual data from the pre-visualisation was then fed into a LED rig, which was attached to a robotic arm. The arm was programmed to circle the engine. As it did so, the LED rig printed a single frame of the animation.

The light was captured by a motion controlled stills camera. Using motion control allowed the camera to move seamlessly in and around the animation.

The movement of the LEDs and the motion control camera had to remain perfectly synced throughout: a fraction off and the perspective would have been lost.

Precision was so important that the set had to be kept at a constant temperature throughout the entire 3-day shoot to reduce the contraction or expansion of the metal components.

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