PERCEPTION HELPS SPEED LAUNCH 'WRECKED'
October 2, 2008

PERCEPTION HELPS SPEED LAUNCH 'WRECKED'

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According to Perception creative director Jeremy Lasky, the studio had just two weeks to come up with a "big idea" that would translate across multiple platforms. Lasky and fellow CD Danny Gonzalez spent time with a New Jersey-based towing company, documenting the colorful characters' feedback on what they felt were common misconceptions about their vocation.  They later traveled to Charlotte, where they pitched the network.
 
The final package would include TV promos, commercials, radio spots, Jumbo Trons, billboards, and print ads, as well as rich media banners, guerilla advertising, event exhibits, bus wraps, kiosks and an online presence.
 
In one :60 promo, titled Perfect Storm, photographic stills and graphic design are paired to show, in slow motion, how an accident can develop on an icy bridge. The camera swoops through each vehicle, revealing distractions that can divert a driver's attention, even though warning signs are clearly posted, urging caution.

Perception used Adobe After Effects and Photoshop, along with Maxon Cinema 4D, Autodesk Maya and Apple's Final Cut Pro HD to create the video. A Canon Digital Rebel was used to capture still images, and applications ran on Apple desktops.

Studio credits included senior producer Brian Butcher; producer Tamara Bridges Rothschild; art director John LePore; 3D and design artists Brett Bailey, Patrick Scruggs, Akira Thompson, Zak Shukan, Jeff Baghai, Mark Thompson and Shaun Collings; and editor Adam Spreng.