The 2010 Chevy Camaro marked the return of an American icon. But what made the classic Camaro so special wasn't just what it looked like on its outside, it was also very much about what was on the inside. It was about what feelings and memories the car evoked for that unique era in time. I wanted to show the heart and soul of the car as it transformed into the new version of itself.
Play Spot Extras
Camaro
BEHIND THE SCENES
Here are the original boards for this spot. While these boards are incredibly strong in many ways, they didn’t seem to capture the fun of the 70’s in the right way:
Working out the final look of the spot with Big Machine’s senior designer was an incredibly fun process. The difficult thing was verbally articulating the idea I had in my head of the car peeling open like a banana as the heart and soul of it floated out. So we ended up coming up with these crude boards that did the trick and served as our road map for the animation:
Here is a look at the original video I shot on the location scout up in Mullholland:
And here is a look at the 1st rough cut of the plate shots without effects:
Through Big Machine we got invited to present the spot to a packed auditorium at Febuary’s DMALA (Digital Media Artists Los Angeles) meeting. We spoke about the creative process and some of the technical achievements in the project. Here are some photos from that:
