What red-blooded American male doesn’t imagine himself behind the wheel of a vintage Mustang or customized Porsche Spider?

It’s that fantasy on which 2C Creative capitalized when designing the clip-based promo and graphic toolkit for Velocity’s Dream Car Week, which runs August 3 through August 7, and culminates in the annual live Barrett-Jackson auto auction in Reno, Nev.

Velocity has worked with 2C on several other projects — including Supercharged Sundays and the series launches of Wheels That Fail and Junkyard Empire — and it returned to the Miami-based agency with this project, which it needed completed in a quick turnaround.

“This was a very high priority for us and 2C has robust graphic and editorial skills, so this was the perfect company for us to work with,” says Patricia Tong, Velocity’s creative director.

The main ask was for 2C to create an elevated clip-based promo that Velocity could use to promote Dream Car Week. Along with that, Velocity also asked 2C to provide a graphics toolkit so Velocity producers could put together promo packages on the fly once they got to the live auction at the end of the week. In the end, 2C delivered the promo, title treatment, graphic night open, custom show title card bump ins and outs, IPM, on-air bug, animated network logo, transitions, lower third and sponsor backgrounds.

2C started with the cars. With only about 10 business days to turn the project around, 2C didn’t have time to secure cars, schedule a shoot and then take the whole thing into post-production, so instead, it decided to take a graphics route.

The 2C team, which included supervising writer and producer Ben Frank and design director Luis Martinez, first chose the cars that best represented the channel and the shows, landing on three: a Corvette, a Ford Mustang and a Porsche Spider.

The Corvette represents Velocity’s series FantomWorks, which features a shop that rebuilds vintage cars and trucks. The Ford Mustang was pulled from Beyond Bitchin’ Rides, while the Porsche Spider, one of the world’s most expensive cars due to how it can be customized, comes from How It’s Made: Dream Cars.

“One thing Velocity wanted to incorporate was the sense of summer and high energy, of being out on the open road,” says Frank. “Taking that into account and given that the week is all about dream cars, we gave these iconic cars a summertime feel.”

Due to the time constraints, 2C decided to render the cars in 3D, using Adobe’s graphic design software suite, including After Effects and Cinema 40, says Martinez. The finished product, spliced in with clips from the channel’s shows, features ultra-realistic 3D cars, which glow in what seems like a late summer sun.

“Because this was more than just the promo, we needed to think of elements we could create that we could keep using,” says Frank. “These are the cars that all guys lust after, so we really wanted to show them off and make them look as sexy as possible.”

Project Credits:

Velocity

Patricia Tong – Creative Director

Darci Dunnagan – Marketing Production Manager

2C

Chris Sloan – Chief Creative Officer

Ben Frank – Writer/Producer

Luis Martinez – Design Director

Dmitri Zavyazkin – 3D Artist, Compositor

Andy Fernandez – Designer, 3D Artist, Compositor

Bob Cobb – Animator

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