Suzuki Australia launches brand new animated TV spot via Jumbla + The Sanford Partnership
Suzuki Australia has launched its new television commercial with the help of Melbourne animation and motion graphics studio Jumbla and creative agency The Sanford Partnership.
Jumbla brought the brief to life with a 3D animation depicting the Suzuki Swift Sport Hatch emerging from piping hot metal.
Suzuki Australia general manager – automobiles Michael Pachota said the car giant was delighted with the result.
Says Pachota: “The first reaction – everyone was blown away. We’ve never done something like this before.
“The feedback from our dealer network and audiences alike has been that its probably the best television commercial that we’ve ever produced for Suzuki Australia.”
The challenge, according to Jumbla creative director Oz Smith, was getting the TVC’s lava to flow in a visually-appealing way.
Says Smith: “Real molten metal is quite watery and runny, but we wanted something with sentience. We settled on a thicker, honey-like consistency, which is more believable and controlled.
“We tried to create something that not only looked interesting, but also formed the car quickly in a lifelike, visually-satisfying way.
“The team used Real Flow to create the bulk of the molten metal shots, which involved a lot of experimentation with different viscosity of the liquid.”
Pachota said that animation was the only way a TVC like this could be developed.
Says Pachota: “We were fortunate enough to have technology like this at our fingertips. Jumbla and the The Sanford Partnership helped us create exactly what we wanted to see by using CGI. I think it was amazing.”
The TVC, which has broadcasted across Australian domestic television networks, remains as the hero video on the Suzuki Australia web page.