Created by Salles Chemistri agency and produced by Vetor Zero, the spot entitled “Paper World” advertises Chevrolet’s post-sale services using a visual language based entirely on hand-built objects and settings. All animation was carried out manually in real time, without the aid of CGI, and this process is made explicit through the intentional display of supporting elements like sticks and strings. It’s an approach that adds an extra human touch to the spot, enhancing the attentive and friendly mood that characterize the relationship between the client and its customer base.
“The biggest challenge was to create mechanisms that made it all happen live, without computer effects. We had in our set an entire universe made by hand, mostly out of paper”, describes Gabriel Nóbrega, animation director at Vetor Zero.