Many people see German automobiles as the gold standard for luxury performance. And for years we have all seen the advertising trope of powerful, German sedans roaring around a high-performance track. What people don’t think about is an SUV with the performance and technology of a luxury car as well as the features and benefits that families rely on. But Infiniti’s family of SUVs and crossovers defy tradition. To prove it, agency CP+B brought these American models with Japanese heritage to Germany’s exclusive Bilster Berg race track, the ultimate, luxury car proving ground.
MJZ’s Craig Gillespie (who directed the Oscar-nominated I, Tonya) helmed the campaign, including this centerpiece :90 titled "Konrad's World" in which the fictional German racer “Konrad Gunther” finds it a bit disconcerting to see anything but a high-performance German car on his beloved track.
JSM Music scored the spot, with chief creative officer Joel Simon and Seamus Kilmartin serving as co-composers.
Sound designer/post mixer was Matt Miller of Lime Studios.
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Credits
Client Infiniti Motor Company Ltd. Agency CP+B Linus Karlsson, global chief creative officer; Adam Chasnow, VP/executive creative director; Mark St. Amant, Jason Pierce, creative directors; Donny Brunner, associate creative director/art director; Ryan Contillo, associate creative director/copywriter; Sloan Schroeder, VP/director of content production; Jamie Slade, sr. integrated producer; Jennifer Hruska, VP/co-head of strategy; Albert Opraseuth, sr. strategist. Production MJZ Craig Gillespie, director; David Zander, president; Emma Wilcockson, exec producer; Ed Callaghan, producer; Jake Weimer, production manager; Stuart Graham, DP. Production Services Tony Petersen Film GmbH, Berlin Rocco Kopecny, producer. Editorial Cut+Run, LA Jay Nelson, editor; Eli Beck-Gifford, assistant editor; Amburr Farls, exec producer; Jared Thomas, producer. Telecine MPC LA Ricky Gausis, colorist; Rebecca Boorsma, telecine sr. producer. VFX MPC LA Robert Owens, managing director; Colin Clarry, head of production; Elexis Stearn, exec producer; Karena Ajamian, finishing exec producer; Bomyeee Hwang, sr. VFX producer; Claus Hansen, creative director/2D supervisor; Stephane Allender, on-set VFX supervisor; Toya Drechsler, Sandra Ross, Jon Rogala, Andre Arevalo, Sam Shiflett, Hector Cabrera, Josh Guillaume, Rob Ufer, Joshua Pena, compositors; Julian Fitzpatrick, CG lead; Michael Reed, Matt Maude, CG generalists; Abhinav Sharda, clean up/roto line producer; Siju Murugan, clean up/roto support supervisor; Sivakumar R, Silambarasan R P, 2D clean up artists. Music JSM Music, NY Joel Simon, co-composer, chief creative officer; Seamus Kilmartin, co-composer; Jeff Fiorello, exec producer; Norm Felker, producer. Sound Design Lime Studios, Santa Monica, Calif. Matt Miller, sound designer. Audio Post Lime Studios Matt Miller, mix engineer; Lisa Mermelstein, mix engineer assistant; Susie Boyajan, exec producer.
Steve Fuller wrote, directed and served as artificial intelligence creative lead on this AI spec film for the Amazon Fire TV Stick.
Fuller took on the spec piece not as a tech demo but rather as a storytelling experiment. He was no stranger to AI going into the project, having deployed it for the past couple of years on treatments and as a means to supercharge his design work. Still, the veteran director--who’s enjoyed a longstanding relationship with Jeff Lewis’ The Directors Network--felt the need to learn and experience more when it came to AI. Thus he initiated a spec piece so he could integrate AI even better into his narrative toolbox.
Spurred on by a desire to discover how his directing instincts could translate into the best utilization of AI resources, Fuller came up with a creative concept for a product he was a user and fan of--the Fire TV Stick. What if a treasure trove of iconic characters and worlds were racing towards a huge Fire TV Stick in the middle of a desert, converging there in order to compete for viewer attention? And the climax of the spot has a household about to make the fateful choice for what they’re going to watch from all these varied options and forms of entertainment.
While via AI he was able to amass major celebrity talent and elements of blockbuster entertainment franchises for the Fire TV Stick adventure, that wasn’t the objective for Fuller who explained, “I was not trying to make a short film and suddenly have it star Brad Pitt or Tom Cruise. Instead I wanted to see if I could use AI to make a really big and epic commercial.” The spec project was designed to open up the opportunity to curate imagery, create video sequences--all the while making choices as a director. “I approached it as I... Read More
