In pursuit of the new, we must sometimes shred the old
The Mill collaborated with Bruce Hunt out of Radical Media to re-create a shredded car exterior to advertise the latest Qoros 3 Sedan. The ad, created by BBH Shanghai, shows the first car that Qoros created, peeling back to reveal their latest model, mimicking the action of paper going through a shredder.
Instead of a focus on technicalities, BBH Shanghai's campaign demonstrates the 'New Drive' spirit by telling a true story of the Qoros' journey to excellence, one that led to the birth of the Qoros 3 Sedan. It started with the brand's rejection - or shredding- of the first Qoros prototype in their relentless pursuit of quality.
Mill lead 3D artist Alex Hammond worked closely with director Bruce to envisage how this could be created in 3D, he comments, "We spent a lot of time in R&D and worked to design a flexible approach to shredding the Qoros prototype car in 3D. We were then able to pre-vis the whole commercial, figuring out our timings and directions in which the car would shred itself, ultimately revealing the new car underneath. More refined hand animation was used over the top of this system, in order to precisely animate each shredded section of the car."
Agency: BBH Shanghai
Producer: Kim Lim
Creative Director: Johnny Tan
Creatives: Johnny Tan, Yann Jones
Production Company: Radical Media
Director: Bruce Hunt
Executive Producer: Chris Tsao
Producer: Tobias Steinhauser
Editor: Martin Leroy
VFX & Design: The Mill
VFX Producer: Ian Berry
Shoot Supervisor: Alex Hammond
2D Lead Artist: Richard de Carteret
3D Lead Artist: Alex Hammond
2D Artist: Carl Norton
3D Artists: Jules Janaud, Edward Shires, Juan Brockhaus