Japanese car giants Nissan approached Matt Saunders and invited him to use infinity zoom as his playground, taking people on a journey through their electrified story.
The result is a 30 second animation which uses immersive techniques and detailed layers of illustration to create and array of rich and visually arresting futuristic scenes. We begin our journey with Nissan founder, Youshisuke Aikawa. Taking his quote “If you have a strong belief, it will pierce even the sun”, the animation proceeds to do just that.
From here the viewer is accelerated the through the sun to the many worlds of future possibilities, from racetracks to mountains, blossom covered freeways to cyberpunk Tokyo nights.
From a technical standpoint, the film is an astounding testament to technical skill and the power of collaboration. Matt worked closely with production agency Grand Visual for over four months, to bring to life Nissan’s vision. Each scene was carefully constructed in three separate detailed sections, a background, mid-plane and foreground, with one constant central point. They then ingested his artworks into their animation system and brought his worlds to life. All under the watchful eye of advertising agency TBWA London.
Originally created as an online asset, the client was so blown away by the results they decided it needed a bigger audience and so they booked the biggest screen of all, Piccadilly Lights. Officially the largest advertising display in Europe, this 783.5m2 screen offers brands the chance to shine in the heart of London’s bustling West End.
To enhance the campaign, the camera focused on Matt in the studio, sharing insights into his creative process and motivation, filmed on the week his work was showcased on the big screen at Piccadilly Circus in London. Watch the full "behind the scenes" film they created below:
