Digital Domain’s full gamut of skills are on display in their latest work for Mazda. The advert is nearly 100% CG, from the cityscape to the fluid simulation and everything in between, it’s all beautifully crafted, rendered and composited.
The only letdown, for me, were the live actors. The visibly caked make-up, twisted costume material and semi-android behavior kinda ruined the homogeneity upon which the spot relies. Splitting hairs? Sure, but when everything is so spot on, those things jump out at me.
Interestingly, Psyop showed their pitch boards for this same spot at Inspire 08. I wish they’d won they job, if only because their narrative was more compelling than the hints of animatronic domination laced throughout the DD version. Oh well, the customer’s always right. Right?