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SF Motors works directly with MPC Creative to create three unique films for launch



SF Motors partners with MPC Creative exclusively to create unique films to launch their family of intelligent EV cars in the US

MPC Creative worked directly with SF Motors to launch their brand campaign, showcasing the family of cars, the technology behind them, and the company’s introduction into the US market. The films were featured at the large-scale launch event, which took place at SF Motors’ newly appointed headquarters in San Jose on Wednesday March 28th and was also live-streamed to China.

MPC Creative’s Executive Producer Dan Sormani, said: “All three films were created fully by us – we crafted the strategy which built into the concepts where we directed, produced and fully executed the films in under two and a half months.”Each film was spearheaded by a different Creative Director at MPC Creative: Marc Smith directed the brand film which explored the overall company mission, Andrei Juradowitch directed the technology film which showcased the state-of-the-art tech features of the car, and Alan Bibby directed the product film, which acted as the car’s big reveal.

 

Brand Film

Marc Smith worked with SF Motors to define the brand message and the script for his brand film. He said: “We really couldn’t have asked for a better brief - we had the opportunity to write our own scripts in partnership with SF Motors and it was a very collaborative, trusting process.”. He added: “My film was the emotive set up, and I took the idea that we couldn’t show the car as an opportunity rather than a challenge, focusing more on the human aspect of what SF Motors were trying to achieve and personifying adventure.”

The film centered around emotional, visual storytelling, focusing on the company’s mission to define the future of automated vehicles and to re-invent the way people travel, using metaphors to portray the adventure, performance, safety, sustainability and family elements of the brand - an Olympic hurdler jumping hurdles; cave dwellers exploring their surroundings; a father and his two children camping.

 

 

Technology Film

Andrei Juradowitch’s film was shot in a hanger-like space in Jersey City, showcasing the impressive technology against an abstract, design backdrop. Andrei wanted to avoid making the film look too clinical and sterile: “The film demonstrates some of the technology on a broad, top level without going into too much detail. Instead, I wanted to focus on the human aspect and putting a face to the people behind the technology.” He added: “We worked closely with the tech department at SF Motors to ensure that the film was a true representation of the car’s technology – we learnt a lot about their vehicles, that’s for sure.”

The innovative technology of SF Motors’ family of cars speaks for itself: it features machine learning technology to make advanced intelligent driving, as well as a protective autonomy technology that actively keeps people and roads safer.

 

 

Product Film

Alan Bibby directed the final film, which revealed the next-generation EV car in full. It was shot over three days along the hills and coastline of Monterey, using a mule car that was built specifically to be replaced. Bibby said: “As the car hadn’t been built yet, we were checking in with SF Motors to ensure that we were showing every aspect of the car accurately. We wanted to make everything look great, without knowing what the final car actually looked like. The end result was a really beautiful combination of filmmaking and visual effects.” MPC handled the VFX for all three of the films, partnering with MPC Creative to create a fully CG car.

The film tells a story of a mother driving home to her family through the stunning Californian scenery. Bibby explained the aim of the film: “I wanted to show the car in a really dramatic, epic fashion and combine it with the human reasons for why people choose to drive and go places.”

Credits

Click for full credits

BRAND FILM

Agency

MPC Creative

Director

Marc Smith

DP

Magni Agustsson

Production Company

MPC Creative

Executive Producer

Dan Sormani

Head of Live Action Production

Ryan Creighton

Line Producer

Terry Gallagher

Editor

Ron Brodie

VFX

MPC

Creative Director

Marc Smith

Head of Production

Brendan Kahn

Producer

Nicholas Dziekonski

2D Lead

Philip Akka

2D Team

Matt Tremaglio, Warren Paleos, Jeric Pimentel, Thompson Conradi, Chris Gereg, Ting-Jung Hsu, John Shafto, Tamir Sapir, Mazyar Sharifian

3D Team

Tiago Dias, Lucy Choi

Story Board Artist

Roger Hom

Bangalore Line Producer

Sanchit Soi

Color

MPC

Colorist

James Tillett

Color Assistants

Daniel Silverman, Seth Weinman

Executive Producer, Color

Ed Koenig

Producer, Color

Jenna Gabriel

TECHNOLOGY FILM

Agency

MPC Creative

Director

Andrei Juradowitch

DP

Martin Ahlgren

Production Company

MPC Creative

Executive Producer

Dan Sormani

Head of Live Action

Ryan Creighton

Line Producer

Avtar Khalsa

Editor

Ron Brodie

VFX

MPC

Creative Director

Andrei Juradowitch

Head of Production

Brendan Kahn

Producer

Nicholas Dziekonski

VFX Supervisor/ 2D Lead

Matt Tremaglio

2D Team

Sohee Sohn, Matthew Lane-Smith, David Anger, Kalle Kohlström, Michael Glen

3D Team

Graeme Revell, Madeline Jackson, Jemmy Molero, Tiago Dias, Greg McKneally, Jamie German, David Avetisov, Hendrik Freuer, Jacob Fradkin, Graeme Turnbull, Damien Dupuy, Vicky Osborn, Manjunath Ramakrishnaiah, Ullas Thunga, Jyoti Prakash Panda, Sourodeep Dey, Vaibhav Gupta, Divya Vijay, Sandeep Grover, Shreyas Joshi, Ankit Dheraj, Suhas Bhat Nallur, Deepali Negi, Elangovan Ganeshan, Shaikh Abdul Rahim

Lead Design/ Technical Director

Anton Woll-Soeder

Lead Design/ Animation Lead

James Zanoni

Design

Conrad McLeod, Nikita Shestakov, Antar Walker, Daena Llorne, James McIver, Chris Phillips, Abby Chang, Bobby Ushiro, Jay Kim, Florian Thamer

Story Board Artist

Roger Hom

London Producer

Mireille Antoine

Bangalore Line Producer

Sanchit Soi

Color

MPC

Colorist

James Tillett

Color Assistant

Daniel Silverman, Seth Weinman

Executive Producer, Color

Ed Koenig

Producer, Color

Jenna Gabriel

PRODUCT FILM

Agency

MPC Creative

Director

Alan Bibby

DP

Joe Aguirre

Production Company

Chirp Films

Line Producer

John Malina

Editor

Greg Young

Assist Editor

Zach Kaigler

VFX

MPC

Creative Director

Alan Bibby

Executive Producer

Dan Sormani

Head of Live Action Production

Ryan Creighton

Head of Production

Brendan Kahn

Senior Producer

Liz Thuvanuti

Production Assistant

Jessica Rowley

VFX Supervisor/ 3D Lead

Chris Bernier

2D Lead

Tobey Lindback, Bilali Mack

2D Team

Jim Spratling, Dylan Brown, Warren Paleos, David Anger, Renato Carone, John Shafto, Ari Reisner, Adam Yost, Giulia Bartra, Anupam Kumar, Anurag Singh, Pramod Dwivedi, Vaishali Awaghade, Trishul Phani Mishra, Abdul Labeeb, Veerapandian, Suresh Pitchuka, Maneesh Kumar, Naresh, Shafiuddin, Arulanandhan

3D Team

Rune Mansson, Jemmy Molero, Wesley Schneider, Francisco Fraga, Jacob Fradkin, Monica Manalo, Ashley Yee, Mike Lombardo, Chris Ribar, Graeme Revell, Roberto Maki, Dennys Herman, Nate Skeen, Julian Fitzpatrick, Tim Kafka, Brendon Echsner, Anthony Gordon, Sue Jang , Sandeep Grover, Jyoti Prakash Panda, Divya Vijay, Sourodeep Dey, Sandeep Krishnamurthy, Jaspreet Dua, Kalaiarasu P, D. Sumita, Manjunath Ramakrishnaiah, Vaibhav Gupta, Mohammed Asif K, Vinutha AR, Elangovan Ganeshan, Suhas Bhat, Shaik Abdul Rahim, Sravan Kumar, Ankit Dheraj Toppo, Deepali Negi, Sathya Narayanan

LA Producer

Mark Driscoll

Bangalore Line Producer

Sanchit Soi

Design

Anthony Ricciardi

Story Board Artist

Roger Hom

Color

MPC

Colorist

James Tillett

Color Assistant

Daniel Silverman, Seth Weinman

Executive Producer, Color

Ed Koenig

Producer, Color

Jenna Gabriel