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Digital Domain Helps Dodge Rebel Against the Sci-Fi Robot Future

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Digital Domain Helps Dodge Rebel Against the Sci-Fi Robot Future
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on May 2, 2011 at 9:09:57 pm
United States
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Directed by RSA's Carl Erik Rinsch via Wieden + Kennedy with VFX by Digital Domain, cinematic Dodge Charger spot rallies drivers of the future to reclaim their right to drive.

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Re: Digital Domain Helps Dodge Rebel Against the Sci-Fi Robot Future
by Giuseppe Paganin
I share the opinion of many followers, but I also think that special effects are not equal to the real car. Am I wrong?
Re: Digital Domain Helps Dodge Rebel Against the Sci-Fi Robot Future
by James Hornsby
At Josef and Paul,

I think we're on the same page here. I really like this shot, but the flaw does lie in the scripting and edit. Now that I think of this, a competent director would have seen this and stated the need, or the previz would have at least hinted to the disconnect regarding the subject. We see the subject as the man, not the vehicle. By tying in the subject (man) and the vehicle (object) at the end it would have been a far better message conveyed.

In many car ads, there is an emphasis on a scene or dynamic and then the car is thrown in (think coloring outside the lines, or smashing your cake on your birthday, or TGIF). This ad follows that method of thinking, however it really should divert from it unless this ad is part of a campaign that show other like cultures or scenarios that this particular one is portraying (let's say that this guy faces the same automated lifestyle at work as he does at home.

Granted, I would like to know how DD did the work on the robot and the face imaging. That is cool.

Cheers,

James

Taking one day and seeing the good that can come from it, and the good I can take from it.
Re: Digital Domain Commercial
by Paul James Chatman
THAT is exactly what I **thought** he was going to do! Or push a button and turn it into the Charger. Plus the city didn't even look like the one we saw previously. :C

hello
Re: Digital Domain/Dodge Rebel Against the Sci-Fi Robot Future
by Josef Haas
So no one cares about the major disconnect between the car he sat in and the car that comes around the corner?

It is a gorgeous commercial with a script flaw.

I understand that it is a 2011 car and this is the future, but once we see him sit in the driver’s seat and then cut to the car driving around the corner, it’s disconnects.

An easy fix would simply be for him to go ahead and take off the robot’s head, and then pull off a car cover from the 2011 sitting in an adjacent spot revealing the 2011 car. We’d feel like it would be a timeless classic that fits in the future stylishly.

Or am I wrong?
J
Re: Digital Domain Helps Dodge Rebel Against the Sci-Fi Robot Future
by James Hornsby
I'd agree. The work is good, the problem I have is the the lack of connection between the robotic head shot and the following car shot. If anything an interior shot of the subject enjoying the power and independence of driving the machine and not of him being driven by the machine would hold a more lasting impression on the viewer, but I don't want to make this a critical analysis, uh-oh, sorry already did!

Cheers,
James Hornsby

Taking one day and seeing the good that can come from it, and the good I can take from it.
Re: Digital Domain Helps Dodge Rebel Against the Sci-Fi Robot Future
by James Hornsby
Ronald,

I'm aware of the length of standard commercials. However the time that was obviously taken and the production value in the shots both physical and post almost warrant a little more coverage.

Cheers,
James

Taking one day and seeing the good that can come from it, and the good I can take from it.
@James Hornsby
by Ronald Lindeboom
Either that, or the client wanted a really nice 60 second spot. That's my suspicion.
Re: Digital Domain Helps Dodge Rebel Against the Sci-Fi Robot Future
by James Hornsby
I like it, I only wonder if there is a longer version than 1 minute.

Taking one day and seeing the good that can come from it, and the good I can take from it.
@James Hornsby
by Ronald Lindeboom
You said: "I like it, I only wonder if there is a longer version than 1 minute."

This is a commercial, James. One minute is a longer commercial, most are 30 seconds.

As a commercial, this one is pretty hefty and substantial.

Best regards,

Ronald Lindeboom
CEO, Creative COW LLC
Publisher, Creative COW Magazine

Creativity is a process wherein the student and the teacher are located in the same individual.

"Incompetence has never prevented me from plunging in with enthusiasm."
- Woody Allen
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