Creativity

A Confident Young Ram Meets His Match in VW's Fun Ad for the T-Roc

Spot by Adam&Eve/DDB Features a Totally CG Animal Creation

By Alexandra Jardine. Published on Nov 30, 2017

Editor's Pick

An entertaining U.K. ad for Volkswagen's T-Roc truck model centers around a plucky baby ram who's "born confident" with the thick black fur and fully grown horns of an adult ram.

The ram takes on anything in life -- a sheepdog, a farmer, a bull and more-- but meets his match when he comes up against the T-Roc SUV. Set to the Lenny Kravitz classic "Are you gonna go my way," the ad is playfully directed by Nick Gordon at Somesuch.

In case you were wondering, the ram was created entirely in CG, by VFX firm MPC (see the Making Of film for more on how it was done.) Carsten Keller, MPC's 3D creative director, says: "We needed to create a baby ram with life-like proportions, staying true to physical anatomy. To make him feel real, subtlety was key. Push the animation and 'acting' too hard, and you instantly lose believability -- the emotion and storytelling in 'Born Confident' comes from our little hero's elegant and confident posing, with no need for buffed-up, oversized muscles."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

Credits

Date
Nov 30, 2017
Agency:
Adam & Eve/DDB London
Client:
Volkswagen
Director:
Nick Gordon
Production Company:
Somesuch
Group Chief Creative Officer:
Ben Priest
Executive Creative Director:
Rick Brim
Art Director:
Feargal Ballance
Copywriter:
Patrick McClelland
Director of Photography:
Alwin Kuchler
Production Company:
adamanddeveDDB
Producer:
Lucie Georgeson
Production Company:
Somesuch
Executive Producer:
Seth Wilson
Producer:
James Waters
VFX and Animation:
MPC
Visual Effects Creative Director:
Carsten Keller
3D Visual Effects Supervisor:
Fabian Frank
2D Visual Effects Supervisor:
Dan Sanders
CG Animation Lead:
David Bryan
Executive Producer:
Anandi Peiris
3D Visual Effects Team:
Chris Welsby
3D Visual Effects Team:
Ed Sherwood
3D Visual Effects Team:
Jaroslav Polensky
3D Visual Effects Team:
Jonathan Baker
3D Visual Effects Team:
Emma Taylor-Gilli
3D Visual Effects Team:
Justin Braun
3D Visual Effects Team:
Chloe Dawe
3D Visual Effects Team:
Jessie Amadio
3D Visual Effects Team:
Marco Gifuni
3D Visual Effects Team:
Oliver Metz
3D Visual Effects Team:
Pedrom Dadgostar
3D Visual Effects Team:
Platon Filimonov
3D Visual Effects Team:
Selcuk Ergun
3D Visual Effects Team:
Tushar Kewlani
3D Visual Effects Team:
Hendrik Freuer
3D Visual Effects Team:
Antonio Deiana
3D Visual Effects Team:
Maximilian Mallmann
3D Visual Effects Team:
Joffrey Zeitoun
2D Visual Effects Team:
Dan Lorenzini
2D Visual Effects Team:
Alex Snookes
2D Visual Effects Team:
Andrew Roberts
2D Visual Effects Team:
Daniel Benjamin
Grade:
MPC
Colorist:
George K
Editor:
Dan Sherwen
Edit Company:
Final Cut
Sound Designer:
Sam Ashwell
Sound Design:
750 MPH

Need a credit fix? Contact the Creativity Editors

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.