DIGITAL DOMAIN HIGHLIGHTS LINCOLN'S EFFICIENCIES
The production involved a one-day live-action shoot at the El Toro Air Base in Irvine, CA, where realistic camera motions of the car traveling at 80mph were captured. The Lincoln MKS was shot using a Sony F35 camera in an open area to avoid reflections that would then need to be removed.
At Digital Domain, live-action footage was combined with motion graphics that highlight the car’s luxury, traveling all the way down to the molecular level, where the car’s Ecoboost technology is shown making it more efficient by atomizing fuel. Digital Domain also modeled full CG shots of the car to create sequences that couldn’t be achieved during the live-action shoot.
The studio used The Foundry’s Nuke, Side Effects Houdini, Autodesk Maya and Flame, and Adobe After Effects to execute the spot, which uses Shiny Toy Guns’ electronica track. RingSide Creative in Oak Park, MI, handled the mix.