Acura
'TLX'
This is the kind of world we love to sink our teeth into. We like to walk through the museum in our muddy boots. We love to find that unexpected juxtaposition that captures the essence of the story. The right image in the right moment. That gentle kiss and the slap in the face. This is thesis, antithesis, synthesis. This is 1+1= I could tell you but you’d never be the same.
2017 is the year mobile becomes the number one way people will consume video. This is the first commercial to be shot vertically as a truly social-first campaign. We rethought formats, composition and production. We designed a spot for mobile that looks just as amazing when broadcast on TV.
The Campaign
"You’re seeing inside of our brains. All of the ideas strewn out on the table, and our spider web of thought connecting all of the dots."
"Prepare for insanity..."
Behind The Scenes
Production Company: Scholar
Directors: William Campbell & Will Johnson
Executive Producer: Jo Arghiris
Head of Production: Rachel Kaminek
Line Producer: Richard Kaylor
DP Beauty: Ross McLennon
DP Location: Jordan Valenti
Design & Animation: Scholar
Creative Directors: William Campbell & Will Johnson
Executive Producer: Jo Arghiris
Head of Production: Rachel Kaminek
Art Director: Michael Tavarez
Sr Producer: Kirsten Noll
Designers: Gautam Dutta, Steve Lee, Cynthia Lou, Brandon Smith
Additional Design: Macauley Johnson
Additional Art Direction: Juan Carlos Cuadra
2D Animators: Jeffrey Jeong, Wu Hyun Lew, Henry Pak, Andrew Tan
Cel Animation: Matt Everton
3D Generalists: Ryan Kaplan, Mike Ko, Brandon Lester, Kevin Lim, Billy Maloney, Fede Ponce
Dynamics/FX: Adedunmola Olanrewaju
Compositors: Joshua Bolin, Chris Fung, Kevin Kim, Kevin Njoo
Flame Artists: Federico Saccone, Susanne Scharping
Storyboards: Bryan DeLoach
Editorial: Scholar
Assistant Editor: Miki Miyazaki
Editorial: MullenLowe
Editor: Emile Doucette
Editor: Dylan Schwartz
Assistant Editor: Tim Jieh
