The gang at Piston came to Superfad with the concept of adding drama to relatively normal scenes for interactive cars.com banners.
We approached the spots as typical VFX spots. Multiple Shoot days, full 3d production team, and full compositing team. The trick came down to the looping assets which needed to be seamless in all areas if the user chose not to add drama. Through a careful combination of on-set talent direction and post manipulation, we created interactive spots that could move as fast or slow as the user dictated through the use of adding drama. The end result are banners which showed up on major websites during the superbowl and beyond. Users were enticed, then transported into a narrative full of ridiculous drama and intensely rich visuals. All for cars.com for which they proclaimed "that was dramatic!"
Director: Will Hyde
Art Director / Designer: Loren Judah
Compositors: Kaleb Coleman, Paul Cantor, Paul Barkshire, Brian Merrell
3D Lead: Matt Guzzardo
3D modeling & Texture: Adam Rosenqweig
3D Lighting: Andrew Butterworth
3D animation: Patrick Clark, Greg Bekken
Lead Developer: Brent Watanabe
Senior Interactive Producer: Beck Henderer-Peña
Executive Producer: Chris Volckmann