| Title | 7 YEARS IN 7 SECONDS |
| Brand | KIA |
| Product/Service | PROCEED (GT-LINE) |
| Category |
A11. Visual Effects |
|
Entrant
|
XXS AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
|
XXS AMSTERDAM, THE NETHERLANDS
|
|
Production
|
GLASSWORKS Amsterdam, THE NETHERLANDS
|
Credits
| John de Vries |
XXS Amsterdam |
Creative Director |
| Anne van Andel |
XXS Amsterdam |
creative |
| Siebe Kruize |
XXS Amsterdam |
creative |
| Joram Helmer |
XXS Amsterdam |
Strategy Director |
| Ward Enckhof |
XXS Amsterdam |
Account Director |
| Lisa Been |
XXS Amsterdam |
Account Manager |
| Marcel Ossendrijver |
- |
Agency Producer |
| Rüdiger Kaltenhäuser |
Glassworks Amsterdam |
Director |
| Darren Macpherson |
Glassworks Amsterdam |
Director |
| Kyle Obley |
Glassworks Amsterdam |
Director |
| Anya Kruzmeta |
Glassworks Amsterdam |
COO |
| Chris Kiser |
Glassworks Amsterdam |
Executive Producer |
| Ariella Amrami |
Glassworks Amsterdam |
Senior Producer |
| Scott Harris |
Glassworks Amsterdam |
Colorist |
| Paul O’Callaghan |
Glassworks Amsterdam |
Director Of Photography |
| Lauren Becker |
SkipRope |
Producer |
| Kerstin Kambier |
SkipRope |
Producer |
| Ben Putland |
Glassworks Amsterdam |
Editor |
| Alex Nicholls-Lee |
Wave Studios Amsterdam |
Sound Design Arrangement |
| Jonathan Watts |
Adelphoi Music |
Senior Producer |
| Ashley Bates |
Adelphoi Music |
Music Artist |
| Blake Huber |
Glassworks Amsterdam |
Lead 2D Artists |
| Nils Compton |
Glassworks Amsterdam |
2D Artists |
| Maxence Peillon |
Glassworks Amsterdam |
2D Artists |
| Alexis da Camara |
Glassworks Amsterdam |
2D Artists |
| Callum Austin |
Glassworks Amsterdam |
Storyboard artist |
| Luke Osbourne |
Glassworks Amsterdam |
Colour Assist |
| Katie Liston |
Glassworks Amsterdam |
Production coordinator |
| Salt Ibraeva |
Glassworks Amsterdam |
Production coordinator |
Write a short summary of what happens in the film
The spot opens with a wide shot of a KIA standing in what appears to be a traditional car testing environment. However, the test quickly turns into 7 seconds of playfully re-imagined mechanisms, simulating everyday scenarios our hard working KIA car would go through during an average 7 years. Although only a short test, the car is subjected to a number of trying conditions; heavy rain, frost, heat, uneven road, mud splattering, an attack of bouncing balls, an erratically opening and closing boot door and a finale of dry leaves blasting from the bonnet.
But in case the audience misses some of the action in this lively sequence, it plays again; but this time in slow motion, accompanied by the cheerful soundtrack, it is now possible to take in all the colourful and playful details of this imaginative yet rigorous testing and the promise of its 7 Year Guarantee.
Tell the jury about the visual effects and summarise any relevant challenges or techniques.
To ensure the vast amount of action could happen within the tightly timed sequence, it was necessary for the live action film to bypass traditional approaches, and therefore it was essential for it to be directed by a team with an in-depth VFX knowledge.
The trio of directors were able to tackle this complex shoot in the most efficient, yet aesthetically beautiful way by combining their specialist skills of seamless visual storytelling, design, directing, 2D and 3D supervision. The final result reflected this preparation and the directorial mix of technical and creative skills, allowed the team to combine the perfect blend of live action and CG elements necessary for each specific creative challenge.