Campbell-Ewald / Chevy Equinox
This project began as for a 45 second masthead for the 2010 Chevy Equinox site and quickly became an integrated campaign.
With very limited creative assets and a super tight deadline, we were challenged to get really creative with development and planning for the multi-channel reuse of assets. Ultimately, our artists combined red cam for the practical interior and CGI to create both the vehicle and the environment.
As the project developed, assets were re-purposed to create a matching broadcast piece and broadcast to print samples. Essentially, we turned basic assets into a larger campaign than was requested without exceeding the set budget or time frame. Interactive Creative Director, Chris Calabrese was leveraged for this project and worked on-site with Campbell-Ewald's Creative Team on concept storyboarding and project development.
In addition, our interactive team worked closely with our Motion Design and CGI departments and we also took some of our assets from CGI, utilizing some of the Equinox images to create a dynamic, layered solution in Flash as proof of concept as rapid development and alternative, dynamic solutions for the CE interactive team.
Try out the proof of concept we created for the agency, just to give them some more ideas of what we could do with the CGI data in the interactive world. Just another example of our rapid prototyping capability.