Introducing your new life-idol Axel Kiener in 'Rocket Car', the brand's first spot in Old Spice's 'Smellegendary' campaign from Wieden+Kennedy (Portland) in collaboration with The Mill and directed by Steve Rogers of Biscuit Filmworks.
Director:
Steve Rogers
Production Company:
Biscuit Filmworks
Agency:
Wieden+Kennedy (Portland)
Axel balances his ridiculously suave persona with athletic prowess and lives a life of pushing himself to the limit. Luckily, Old Spice Odor Blocker is on hand to ensure it’s impossible for Axel to break a sweat, even as the situation heats up in his self-built ‘rocket car’.
The Mill’s Creative Director and Head of 2D, Tim Davies comments, “This campaign is definitely amongst the proudest work of my career, and this campaign has really raised the bar as far as cinematic and epic quality. The three-week shoot took place in South Africa, where I felt at home as one of five Australians on set. I take my hat off to Steve Rogers’ expert directing, Mandy Walkers’ beautiful cinematography and the exquisite edit from Gavin Cutler. And of course, none of it would be possible without the brilliant minds of our friends at W+K (Portland).”
Adds Tim, “Rocket Car was shot at the Hakskeen Pan, where world land speed record attempts genuinely take place. Throughout the shoot we disassembled sections of the rocket car to show the progression of it falling to pieces. Back in CG, we added panels back in for continuity, or animated them flying off, which eventually resulted in the bare chassis that you see dramatically burst into flames. One of the biggest challenges was to show the evidence of speed. The rocket car was towed at approximately 40 miles per hour; our challenge was to make it look like was traveling at 1,200 miles per hour! Nearly every shot needed the background to be replaced with sped up footage or new backgrounds entirely. We created the dust trail behind the car in CG, as well as the fire thrusters which burst out of the jet engines.”
Agency: Wieden & Kennedy
Senior Producer: Lindsay Reed
Producer: Monica Ranes
Executive Creative Directors: Mark Fitzloff, Joe Staples
Creative Directors: Craig Allen, Jason Bagley
Art Director: Matt Sorrell
Copywriter: Nick Morrissey
Account Directors: Liam Doherty, Michael Dalton
Head of Production: Ben Grylewicz
Production Company: Biscuit Filmworks, Revolver Films
Director: Steve Rogers
Executive Producer: Holly Vega
Producer: Pip Smart
Director of Photography: Mandy Walker
Editing Company: Mackenzie Cutler
Editor: Gavin Cutler
Edit Assist: Brendan Hogan
VFX & Design: The Mill
Executive Producer: Enca Kaul
Senior Producer: Dan Roberts
Production Coordinator: Kris Drenzek
Shoot Supervisor: Tim Davies
Creative Director: Tim Davies
Head of 3D: John Leonti
2D Lead Artist: Tim Davies
3D Lead Artist: Tom Graham
2D Artists: Tara DeMarco, Daniel Thuresson, Andy Dill, Robert Murdock, Don Kim, Dag Ivarsoy, Jeff Langlois, Ashely Forbito, Adam Lambert, Tim Robbins, John Price
3D Artists: Phill Mayer, Hartwell Durfor, Kenzie Chen, Yorie Kumalasari, Brett Angelillis, Mike DiNocco, Katie Yancey, Blake Guest, Jenna Kind, Monique Espinoza, Steven Olson, Milton Ramirez
Art Department: Brett Lopinsky, Laurence Konishi, Kelsey Napier
Colour: The Mill
Executive Producer, Colour: Thatcher Peterson
Colour Producer: Antonio Hardy
Production Coordinator, Colour: Diane Valera
Colourist: Adam Scott