The Mill+ team, along with Campbell Ewald, Variable director Jonathan Begler and Mill+ director Rama Allen created a Cadillac ELR campaign that attempted to answer the question "What Does a Kilowatt Look Like?" Starring the charming Bryan Greenberg the campaign was built out of five thematically different spots, each one based on a unique feature of the innovative electric hybrid car.
Director:
Jonathan Bregel, Rama Allen
Production Company:
Variable
Agency:
Campbell Ewald
For the Mill+ creative team, the ELR met at the intersection of art and science. The approach was to create a suite of visual metaphors that would represent the impressive details of this new type of car.
The elemental and graceful images glimpsed throughout the spot were created by Rama and shoot supervisor/2D Lead Ilia Mokhtareizadeh of Mill+, and shot at Reel FX LA. Experiments shooting with plasma tubes, combustion tunnels and super cooled magnets were poured over in detail. The duo left with an incredible library of crackling electricity and fluid patterns, which became the spine of all five spots.
Edited and colored at The Mill, the 2D team then blended the live-action side of the spot with beautiful visuals. Light trails merge into a steering wheel; Slick fluid patterns are seen in a spinning tire; All the underlying invisible components were brought to the surface. When combined, they make up the Cadillac ELR: a sculpture that can fly.
Agency: Campbell Ewald
Producer: Kurt Kulas
Creative Director: Brett Warkentien
Copywriter: Sean Perry
Production Company: Variable
Director: Jonathan Bregel, Rama Allen
Executive Producer: Tyler Ginter
Producer: Alex Friedman
Director of Photography: Sean Stiegemeier
Editing Company: The Mill
Editors: Ryan McKenna, Jessica Ledoux
Edit Assist: Xac Branch
VFX & Design: The Mill
Executive Producer: Zu Al-Kadiri
VFX Producer: Rachael Trillo
Shoot Supervisor: Ilia Mokhtareizadeh
Creative Director: Rama Allen
2D Lead Artists: Ilia Mokhtareizadeh, Danny Morris
2D Artists: Robert Meade, Daniel Giraldo, John Mangia, Alex Dreiblatt
Production Coordinator: Colin Moneymaker
Art Director: Audrey Davis