Director:
Jeffery Plansker
Production Company:
Supply & Demand
Agency:
Modernista! (Boston)
Director Jeffery Plansker takes a cinematic approach to focusing in tight on the Hummer machismo, and its phenomenal suspension, as it majestically overrides a boulder-strewn terrain. At the factory the Hummer is assembled by robots against a synced soundtrack of birdsong.
The director and editor chose to do one spot, 'Capabilities', the old-school way, by physically cutting positive print to achieve a super raw look. The Mill's telecine artist Fergus McCall helped push this look with a unique grade. Angus Kneale, creative director at The Mill, was responsible for cleaning-up, compositing and titling all 10 commercials.
Agency: Modernista! (Boston)
Producer: Charles Wolford
Creative Director: Gary Koepke
Creatives: Will Uronis, Shane Hutton, Lance Jensen, Gary Koepke
Production Company: Supply & Demand
Director: Jeffery Plansker
Executive Producer: Jillian Henry
Editing Company: Lost Planet, New York
Editor: Hank Corwin
VFX & Design: The Mill
VFX Producer: Verity Grantham
2D Lead Artists: Angus Kneale, Jamie Scott