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Ford Focus

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The cross media launch campaign for the 2015 Ford Focus demonstrates the exemplary balance of technical and creative found in automotive campaigns today. In partnership with Team Detroit, the integration of photorealistic CGI with photographic environments shot by David Westphal shows the 2015 Ford Focus in all its beauty, across Ford’s global website, social media and POS.

Intrinsic to the success of the production was our unique process. HydraGen™ allows us to manage complex CGI configurations across multi scenes in parallel and gives us the flexibility to update vehicle designs with ease at any stage of the production. Coupled with our years of Automotive experience, we were able to ensure the accuracy and integration of the CGI vehicle in each location efficiently, delivering quickly and cost effectively, without compromising on realism.

CGI

Post-Production

Brief

Team Detroit came to us to create 12 unique shots in total, with 52 adaptations for different regions. We developed the creative from the initial concept, working up various design iterations to develop a pair of images with a strong visual impact.


Our initial role was to develop the original concepts, pushing the creative ideas and developing a strong narrative. We then proposed an integrated approach, using photography and CGI to achieve the most from the creative brief, while always remaining cost effective within a tight schedule.

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Photographic Backplates

We have been supplied with the photographic backplates by David Westphal who has shoot all images in California in the San Francisco area.

All the material we have received and his knowledge of CGI integration helped us to achieve the photo real look. We got full set of HDRi’s and references for scale and position.

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``We could place the virtual camera anywhere without having to move an entire crew around, find the best lens and use our GPS calibrated sun system to select the best time of day.``
David Wortley, TJ Technical Director

CGI Production

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Ford focus CGI pass
Ford - CGI
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  • Ford_diffuse
  • Ford_total_light
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Post-Production

Following our production pipeline, the agency and client were kept informed at key stages, and guided through the decision-making processes. By re-utilising assets for consistency, establishing fixed camera positions and using proven shaders, the creative leads could optimise the quality of the material and answer all client, creative and production issues.

Results


Through decisive and creative problem solving, production issues and budget constraints can always be overcome. And with our creative and technical skills in-house, and the complete production delivered under one roof, we gain efficiencies that can be passed along. It allows us to strive for the highest levels of realism and a superior quality finish.

The final artwork ran across magazine spreads to a dedicated microsite and additional digital media. 

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Testimonial

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“My first production with Taylor James and everything went exceptionally well. We had a quick turnaround time and they met it with ease.

The professionalism and organization of the entire TJ team was an integral part of this production, and their ability to turn around feedback for creative and client reviews was truly impressive, I’m excited for future opportunities to again work with Taylor James.“

Kim Harris Art Producer, Team Detroit