Pontiac - Details (2007) 0:60 (USA)

Agency: Leo Burnett Detroit

"The idea for this spot was born from one simple, key visual and one simple thought: It«s all in the details," says Leo Burnett Detroit creative director Jeff Cruz. "Stardust really embraced that, not only as the concept of the spot, but in the way they executed it. Their attention to the little things is a big reason why these spots turned out the way they did -- and for that, we're thankful."

"The agency presented us with the great of idea of bringing out the details of the Pontiac GXP series through these spots," Tucker explained. "After we won the pitch, we concentrated on the look of the background environments and
the transitions. From there, we handled the spot as though it was a live-action job."

Continuing, Tucker added, "We did hand-drawn storyboards to develop the story and editorial sense of the spot, then we did pre-vis on the entire spot with low poly models. Once all of our shots were locked, we built out all the environments, and started to add the high-res vehicles, working closely with the agency to achieve perfect lighting on the cars everywhere they appear."

DATE OF FIRST AIRING: 9/1/07
AD AGENCY: Leo Burnett
CITY/STATE: Detroit, MI
CREATIVE DIRECTOR: Jeff Cruz
ART DIRECTORS: Sanja Dardagan, Kelly McArthur
AGENCY PRODUCER: Freddie Richards

PRODUCTION COMPANY: Stardust Studios
CITY/STATE: Bicoastal
DIRECTOR: Brad Trucker
EXECUTIVE PRODUCER: Mike Eastwood
VFX PRODUCER: Amber Ventris
LEAD VFX SUPERVISOR: Chris Eckardt
LEAD DESIGNER: Jonathan Wu
DESIGNER/ ANIMATOR: Anthony Furlong
3D ARTISTS: Anthony Furlong, Brian Broussard, Hai Trong, James Anderson, Jonathan Wu, Kyle Cassidy, Robin Roepstorff, Teft Smith, Tomohiro Murayama, Yas Koyama
ONLINE EDITOR: Sean Uren

MUSIC: Track "Pogo" from EMI/Virgin Recording Artists Digitalism

SOUND DESIGN COMPANY: Pluto Post
CITY/STATE: Birmingham, MI
SOUND DESIGNER: Grant Castleberry

FINAL MIX: Lime Studios
CITY/STATE: Santa Monica, CA
MIXER: Loren Silber

VOICEOVER: Matt Dillon

AnonymousCoward's picture
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kurtberengeiger's picture

This film sure looks cool. But it reminds me alot of a technique used for a film from Mini that I saw in 2005. Not the "details" idea mind you, just the technique. But in Pontiac's case I almost want to say that the technique is the idea... Anyway, I've always thought the Mini film was called "Motion Theory", but that could just be an invention of my own imagination... Anyone else remember it?

Dabitch's picture

Reminds me of Frank Miller's Sin City style. If he only knew back when he was hitting the "reverse copy" button when copying his illustrations to create that backwards b/w style, that one day in the future there'd be aa film and soon ads that did the same thing... ;)

kurtberengeiger's picture

Yeah. Sin City. A fountain of inspiration for us all...

Dabitch's picture

Yeah, I remember fondly how I'd unwrap my little brown bag of fresh Sin City as I sat on my train out to the burbs from Manhattan. My little treat after a long hard day. Blood, gore, violence and fantastic art. Yum. :)

adlib's picture

Tha'ts a pretty nice looking car ad either way. 

AnonymousCoward's picture

Ok well. there was an television commercial for Telus. Where several birds are sitting on an pine tree . Then a monkey comes and pats them down and go into a pine fight. does anybody know the song .is it big iron by Jim hurst. But good try and guess . It’s not Jim hurst big iron. but does it sound like it . nope