Lancer looks to CGI for physics-defying city adventure
Visual effects studio Resin has created an entirely CGI-based ad for the Mitsubishi Lancer.
The agency described the Defy Physics brief – from Mitsubishi’s creative agency Clemenger BBDO – as a “dream project”. The brief was to show the performance nature of the Evo, without driving fast or dangerously.
Resin – which is based in Adelaide – took the mood of Bladerunner as a starting point before creating a dark city full of neon.
The sound was done by Best FX.
Mitsubishi’s Mitchell Wiley said: “We couldn’t have imagined that the final product would have been this impressive. The technical accuracy of the car itself, from all angles and perspective the model is millimetre correct. Complementing this is the way the car’s movement accurately represents how an actual Lancer Evolution behaves.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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