LOS ANGELES -- In “Inside And Out,” the new 30-second spot for automotive repair brand AAMCO, created and directed by Nick Piper of Production Company Spears & Arrows, we see the complex evolution of the modern car engine through a stunning visual effects sequence that illustrates just how complicated today’s car engines truly are.
“The idea was to take viewers on a journey,” Piper says. "We opened with a classic Corvette Stingray inside an AAMCO shop and through a time-lapse sequence visually portrayed just how much cars have evolved since the early 60s. We see a modern car literally exploding in a slow-motion spectacle, with each photo-real piece of the car floating in space. Seeing the car dissected in this way really bring home for the viewer just how complex these machines are – that’s why they require experts, like those at AAMCO, to maintain them.”
In the midst of all of this complicated deconstruction, we get a moment of humanity, as an AAMCO technician explains the source of a problem and the solution to his relieved customer, and watch the vehicle quickly reassemble itself. The spot ends with the voiceover noting, “you could say we know cars inside and out,” followed by the classic, “Double-A, MCO” mnemonic tag.
The concept for this spot recalls a previous Piper-directed spot for AAMCO entitled “800 Pieces” that featured a similar effect, but set in the desert. “This project,” Piper explains, “was a lot more ambitious and required a great deal more planning and pre-visualization.”
Creative And Production Duties:
Jason Wolk, Founder and Managing Director of Spears & Arrows, knows all about delivering great work within the confines of real-world budgets. That’s why AAMCO, as well as other venerable brands such as JCPenney, Burlington and Fidelity trust the full-service creative company to partner with them to both develop strong creative concepts and execute them efficiently.
“We take pride in providing service,” Wolk says. "We take our marching orders from some of the biggest creative agencies in the world, but we also embrace opportunities like this one to work directly with brands. Most of our directors have experience as creative directors, art directors, writers, editors, visual effects artists, etc., and that makes them qualified to elevate existing ideas and creative.”
About Spears & Arrows:
Spears and Arrows produces commercials, promos, and branded media for international clients.
Creative Credits:
Client: AAMCO
Project: “Inside And Out” (:60, :30)
Airdate: August 2021
Agency: In House
Production: Spears & Arrows, Los Angeles
Director: Nick Piper
Managing Director/Founder: Jason Wolk
Sr. Producer: Craig Houchin
Head of Production: Justin Cormier
Line Producer: Kelly Amato
Director of Photography: Florian Stadler
VFX: Fin Design, Billy Becket & Jale Parsons
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