As part of Meridian Audio Automotive latest campaign I was commissioned to write and direct a commercial that would be used both online as well as an "in car" Demo for the whole Jaguar and Land Rover vehicle ranges.
For approximately 3 months, late into the night, I spent a great deal of time devising the idea, creating hand drawn storyboards and adding a truck load of references. These were followed by another 2 months of production.
From a creative standpoint the trickiest thing was to elaborate on something hugely technical (and invisible), interpreting the brand positioning to be leaders in "redefining the possible".
The journey of a matter so intangible such as Sound, tries to convey an emotion through an abstract voyage by giving shape, colour and texture to music.
The intention from a client's perspective was to be able to break down the Meridian Technologies one at a time, even though this is happening within the split of a second digitally. We needed to be illustrating how the sound is emitted and how it mutates its presence within the cabin by creating the ultimate personalised experience with Trifield 3d.
We created the journey of a music piece originally enclosed in a meteor nugget somewhere in a spacey void.
At the struck of the first notes the meteor releases its core in the form of tiny particles: small parts from a range of musical instruments. These particles morph their state during their journey, they merge, intertwine, clash, break and pulverise to go and envelope the space before arranging themselves into comforting semi spherical cocoons for each of the passengers.
All very challenging from a technical point of view, I worked with the experienced team at Analog Studio to bring this vision to life.
Arvid Niklasson and Mike Merron explain:
"We used a range of techniques, software and rendering processes within the Meridian project.
Custom ICE trees were custom scripted to be sound reactive. In conjunction with XSIsICE, C4D helped to set the look and feel of the spot from a 3d perspective.
For the fluid like motion of the flaked gold we went through a process of simulating FumeFX into which we piped particles that would move based on the velocity vectors of the smoke simulation. In some cases these particles were rendered with 3DS Max using VRay.
When we need to create a dense nebulae the same simulation would have millions of particles cached and then it would be rendered using Thinkbox krakatoa.
Compositing was mainly finished in Nuke however After Effects played a huge part in the early stages defining the look and setting the initial tone of the spot. Lastly we finalised the grade in our Davinci Resolve suite."
2D Animation of the typography was designed and animated by myself directly using background plates provided by Analog.
Greg Barbone composed a lovely piece of classical music turning more digital with its crescendo and Analog Studio built visuals that were sound reactive to that track. The acoustic piano and live strings are symbolic of Meridian's commitment to the accurate reproduction of live performances while the synthesized digital elements are representative of Meridian's tradition of developing the world's most advanced digital audio technology.
When used as 'in-car' Demo, played on the screens of all Land Rovers and Jaguar models, it benefits from state of the art Trifield 3D technology, so the final mix was assembled in a Dolby 5.1 suite, though this online version is just a Stereo Mix.
The video launched Tuesday the 10th December 2013 on the Meridian website https://www.meridian-audio.com/en/campaigns/jlr/
Meridian Audio - Automotive
Creative Direction and Concept
Producer @ Analog Studio
3D/FX @ Analog Studio
Compositing @ Analog Studio
2D Animation @ Castorini
Joyce Hammann - Violin
Karen Waltuch - Viola
Noah Hoffeld - Cello
Dolby 5.1 mixing and mastering at: