So remember when I did a bunch of belly-aching about how all the car commercials I make all the time are so dumb, boring, ineffective?

I recently had some down time at work and got to knock out a project I devised and has been on the back burner for awhile. If I had my way, I would spend most of my work week doing one nice, creative, and clever spot like this instead of a dozen crappy ones.
 
I don’t really think it’s very hard to come up with something different and creative to sell cars. This is merely a spec spot, so it’s unfortunately never been on television. I really hope it does, but at the rate were going, it might never make it on. It was an even better idea when I thought of it this summer when gas was like $13 a gallon.

Technique-wise, I did the whole thing in After Effects with some initial help from Photoshop. One thing I didn’t do is draw the characters, they were purchased on cartoonsolutions.com. I recommend their products because they are relatively cheap and they give you a bunch of pieces to assemble various poses for your character.

I did however create the Guzzler. I took the image of a standard SUV, a chevy Tahoe I believe, and manipulated the front grill and headlights to look more like a character. I added a wiggle expression to make him shake while idling and a smoke emitter using Particular to make him an evil earth enemy. The rest of the spot comes together using some over-animation principles and lots of bright, flashy color combinations that I’m normally not allowed to use. It was a lot of fun to design and edit. It took about 3-4 days to do, but it could go faster now that I have the technique down.

Overall the concept has been well-received, but unfortunately I can already hear whispers of changing this, tweaking that, swapping out those, and all of a sudden it will end up being a complete downgrade from what I came up with. Oh well, I guess that’s what you get when you willingly allow car salesman make your creative decisions.