You'd never guess it but with the exception of the hero car shot there is no live action used in this advert. And I say "avert" because thats what they say in London and that is where this was produced. Anyway, all of the animation was derived using only still photography. Through various camera projection techniques and lighting fx we were able to bring those stills to life in a gentle and inviting way. Time is almost standing still.

Now that the photos had added focus we felt it was key to find meaningful imagery. Extensive photo research was completed that showcased the theme of man amongst nature.

The final and most important layer of communication is the copy itself. This is, after all, a copy driven spot. To further push the nature theme, all the typographic animation is subtly driven by organic forces.


Agency: Saatchi & Saatchi London
Production Company: The Ebeling Group
Studio: Convert
Director: Rich Scurry