Image 1 from Hankook Tires "The Chase."
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 2 from Hankook Tires "The Chase."
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 3 from Hankook Tires "The Chase."
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 4 from Hankook Tires "The Chase."
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
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Good Guys
Use Hankook Tires in New
Action-Filled CG/HD Spot from Shilo, "The Chase"
NEW YORK and DEL
MAR, CA. - (May 6, 2008) - The filmmakers from creative production company
Shilo (www.shilo.tv) recently
directed and produced an HD spot completed entirely in CG for the creative
team from Seoul, South Korea-based ad agency Cheil Worldwide and their
clients at Hankook Tires.
"The Chase" is
a high-speed, adrenaline-pumping car chase with a simple concept:
good versus evil. As the vehicles navigate increasingly dangerous
obstacles, the action-packed 30-second sequence runs the gamut of everything
we love about Hollywood-caliber action sequences. Throughout the
pursuit, Hankook tires are the stars of the show, performing under adverse
circumstances in a neo-futuristic city and continually symbolizing "good"
in the process.
As Shilo’s co-founder
and creative director Jose Gomez said, "Cheil Worldwide came to us with
the idea of conveying that Hankook Tires allow you to out-maneuver and
out-gun your competition. To me, the finished spot epitomizes the
classic struggle between good and evil."
The creative challenge
in "The Chase" was fitting a five-minute chase scene into a 30-second narrative
while also inducing an adrenaline rush and conveying heart-pumping emotions.
With multiple shots left on the cutting room floor, Shilo’s artists focused
the action on the most impactful moments of the chase.
Finding a fitting
ending was another challenge during the spot’s conception. To fittingly
conclude the high-impact action, Shilo’s team ran through countless concepts
and ideas. Ultimately, the drama evolved from multiple situations
of the hero car making narrow escapes into thousands of Lamborghinis forming
out of the shadows to end on a cliff-hanging experience.
"One of the things
that makes 'The Chase' so unique is that it’s a commercial for tires,"
added Gomez's fellow lead designer for the project, Tom Green. "Typically,
tire spots are not memorable for their clean design aesthetic and stunning
visual effects. Our clients at Cheil and Hankook were comfortable
with our abilities and let us push the boundaries of the final product.
From creating extreme car crashes, narrow escapes, and the cinematic birth
of villainous adversaries, the freedoms our clients gave us really allowed
'The Chase' to become something sensational."
Tools used in
developing this project include Autodesk Maya for 3D, QUBE for managing
renders, Mental Ray for rendering, Adobe Photoshop for texturing, Adobe
After Effects for compositing, and Final Cut Pro for editing.
For Cheil Worldwide,
the project team was comprised of creative directors Joe McDonagh and Greg
Harrison, art director JinHo Kim, agency producer Wooseok Chung, and account
services representatives Daniel Choi, Christina Kim, and SangHo Lee.
Along with Jose Gomez and Tom Green, Shilo’s team included executive producer
Santino Sladavic, producer Jake Hibler, editors Green and Andre Stringer,
2D animators Green, Gomez, Nate Davies, and Eugene Gauran, 3D designers/modelers
Ethan Summers, Cody Smith, Trentity DeWitt, Nate Davies, Matt Foley, and
Blake Guest, additional 3D modelers George Longo and Joey Struve, matte
painter Dylan Cole, and 3D animators Kiel Figgins, DeWitt, Foley, and David
Weinstein. Music, sound design and final mix are all courtesy of
Christophe Eagleton.
About Shilo
Shilo is an Emmy
Award-winning creative production company representing a group of filmmakers
led by directors Jose Gomez and Andre Stringer. Internationally known
for creating original and commissioned work that is powerful, provocative
and visually extraordinary, Shilo's deeply held passions for design-infused
storytelling and their innovative applications of live-action, design,
and animation techniques deliver breakthrough experiences for screens large
and small. From its studios in New York and La Jolla, California,
where recent projects have spanned short films, commercials and music videos,
Shilo has the capacity and experience to originate ideas and handle all
aspects of production. Shilo published its first book, We Make It
Good, in 2007, and also curates the site www.WeMakeItGood.com. For more information, or to request a reel, please contact Arthur Portnoy at +1.212.219.4700, or visit Shilo online at www.Shilo.tv.
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4:3
QuickTime for "The Chase"
Image 5 from Hankook Tires "The Chase."
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 6 from Hankook Tires "The Chase."
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Shilo's Jose Gomez.
(Image courtesy of Shilo)
Click on thumbnail for larger image.
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