Role: Concept, Creative Director, Copywriter
Agency: Commonwealth McCann
Awards:
(4) One Show: Gold Pencil (Responsive Environments: Use of Technology) • Silver (Intellectual Property: Integrated Digital and Physical Product) •
Merit (Innovation in Design/Digital) • Merit (Innovation in Interactive/Experiential)
(2) London International Awards: Silver (The NEW: Creative Technology) • Bronze (The NEW: Augmented Reality)
A little known fact about car marketers – we're also magicians. We market invisible cars.
Team: Joe Gielniak (CD/AD) • Josh Franer (Director)
Car creatives are challenged to create campaigns for vehicles that are years from production. Vehicles we haven't seen, touched or even experienced – because they only exist in a rendering or prototype. We might not even know what features they'll have. But we still have to convince you they're real.
How? Thanks to a game-changing technology called The Mill® Blackbird, we can film any car in any location – without the car being physically present.
I developed the "Invisible Car" concept to inspire viewers outside the automotive world to learn more about the secrets of car advertising. Then, my partner and I spent six months, "Chasing the Invisible Car," to capture the origins of Blackbird, Chevrolet's influence and how both combined with Epic Games and Unreal Engine to create the world's first real-time rendered film.