Castrol
'Rabbit Hole'
This is a story of power. The anticipation of watching a rocket launch; the earth-shaking rumbles before it blasts into space. The feeling of revving your engine before a race, waiting for the green light.
Using a mix of 3D and 2D Digital techniques and looking at the heritage of the Castrol Oil brand, we visualized the moment of calm before the untapped potential is unleashed. Castrol's "Icons of Power" lead us down the rabbit hole, shifting gears as the world warps in a vortex of energy. We weave between piston-crackling electricity and straight into the eye of the story to embody the power of the product.
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Design & Animation Creative Director Art Directors Managing Director/ E.P. Executive Producer Head of Production Senior Producer Designers |
Cel Animators 3D Lead 3D Generalists Model/Texture Artist 3D Animators Compositors Storyboards Editor |
It was important to ground our Icons of Power in reality, while also connecting them to the surrounding psychedelic world. Using reflective materials on our accurate/realistic/photo-real 3D models let us seamlessly merge the cel animation and 3D models, allowing the Icons of Power to interact with the vibrant, hand-drawn animation as it was mirrored off their contours.
Process
We wanted to capture the thrill of slamming your foot on the gas and tearing down an empty highway; the anticipation of shifting gears as you accelerate.
