Andy McKeon, CW-CD at Strawberryfrog Amsterdam, says the underwater scenario expreses the idea that a Mitsubishi Colt can take you anywhere. They hired Seb Janiak to shoot the ads, he scubadived and even used a trick from the film "Finding Nemo" to acheive the right effects.
"Seb was the mastermind behind this very technical shoot that not many photographers could have pulled off," says art director Tuesday Poliak.
Seb shot ocean floors and coral reefs and sand in a lagoon off Mauritius, then returned to his studio to shoot the car. Two huge tanks of water were suspended above the prototype, which sat in the middle of a 360-degree hand-painted lagoon mural. When lit from above the tanks created water reflections, while the mural cast the right blue tone over the car. (read more to see the images)
The campaign starts this month, in national newspapers and lifestyle magazines including 34, the new magazine from the editors of *Wallpaper and Cosmopolitan Europe. The TV-spots will air pan-european on major networks, starting in Portugal.
Using a technique he learned from a documentary about the making of Disney/Pixar's animated feature, Finding Nemo, Seb added small white blotches of different shapes. "Those little particles," Janiak said to pdn, "they're like magic. No one would think they're important, but if you add them, suddenly you're underwater."
Agency: strawberryfrog, Amsterdam
Client: Mitsubishi Motors Europe
Photographer: Seb Janiak
Art Director: Tuesday Poliak
Executive Creative Director: Scott Goodson
Copywriter: Andy McKeon
Print Producer: Chiara Donati
Pre-press Print Producer: Margo Warmerdam
TV Producer: Fiona Campbell