An automotive campaign
with the gravity switched off.
Silence and smoothness are the two things electric cars are sold on, and the two things hardest to put on screen. So the film stops describing them and removes gravity instead.
The problem
The category has one picture: a silent car on an empty coast road at golden hour. Everybody owns it, so nobody owns it. Smoothness gets asserted by a voiceover rather than shown.
The idea
Take the floor away. Suspend the car and everything around it — dust, glass, fabric, the contents of the cabin — so the absence of vibration becomes a thing you can watch rather than a claim you have to believe. Weightlessness as the proof, not the metaphor.
The craft
Built as a set of cinematic frames that hold as stills and as motion, so the same idea carries a film, a print run and a paid social cutdown without being reshot for each one.
Don’t say it is smooth. Take away the floor.
← All work