| Rushes post ERG Diesel commercial Product: ERG
Diesel Thursday 2nd December 2004 Alberto Restelli directed the ERG Diesel commercial with Rushes Head of 3D, Jonathan Privett leading the CGI team on an ‘all computer-generated, bio-mechanical journey, though to the heart of the car engine.’ The styling of the commercial gives an impression of a mixture between the biological, the robotic and the mechanical. The commercial begins with a dry encrusted pipe/vein that comes to life as the ERG Diesel begins its journey to the heart of the engine. As the fuel moves through the pipes the flaccid and tired veins change and enliven. The journey ends as the fuel reaches the heart of the engine, where it combusts and through which, we see the ERG branding. Rushes Head of 3D, Jonathan Privett adds, “Italian diesel producer, ERG, wanted to produce an abstract spot to highlight their the new extra clean product. Director Alberto Restelli, in conjunction with the 3D Department at Rushes, designed a look for the film mixing ultra white plastics, glass and high gloss chrome. The flow of the diesel during the commercial "cleans" the pipes as it travels through the strange mix of engineering and naturalistic elements. At the end of the film Rushes built an entire 3D engine which beats in a heart-like fashion with the diesel representing its essential life blood. The commercial was completed using a combination of Maya, Mental Ray, Shake and Inferno.” |
