Mateus de Paula Santos

Fiat

New Times

“New Times” is a TV spot created by Leo Burnett São Paulo for the launch of the Fiat 500 in the Brazilian market. This model was originally produced in the 1960s, and returns now with updated technology and design.

The initial idea for the spot referenced the time of the model’s original run, the 1960s, through a “new agey” treatment, employing an assortment of oriental mystic symbols. We soon realized that this concept would result too old-fashioned and psychedelic, so we opted for a change of course towards a more contemporary direction, with a utopic and optimistic spirit that also allowed for some comical touches.

On the other hand, this new orientation led to increased technical challenges in the spot’s production, since it demanded a more naturalistic 3D treatment. Especially tricky were the hairy creatures working the car wash, as is the norm with 3D fur simulation. The spot took 3 weeks of planning and 5 weeks of production, involving over 40 people. It first aired in Brazilian TV in october 2009.

Credits

Agency
Leo Burnett
Creative Directors
Cadu Macedo
Mateus de Paula Santos
Executive Producer
Alberto Lopes
Producer
Loic François Marie Dubois
Account Manager
Roberta Reigado
3D Coordinator
Cristiane Santos
Storyboards
Cadu Macedo
Libero Mallavoglia
Concepts
Fred Palacio
Ernesto Issamu Tani
Manuel A. Dischinger Moura
Matte Paintings
Fred Palacio
André Leão
Modelling
Danilo Enoki
Daniel Ho
Filipe Lopes
Guga Certain
Vanderlei Zatalon Jr.
Marcos Smirkoff
Texture
Olavo Chagas
Filipe Lopes
Animation
Helio Takahashi
Alexandre Martins
Adrianus Cafeu
Jason Tadeu de Oliveira
Rigging
Rogerio Miyagi
Richard Maegaki
Vanderlei Zatalon Jr.
Cloud and Fluid Effects
Alceu Baptistão
Cristian Lucas
Fur Specialist
Olavo Chagas
Render
Mauricio L. Trivellin
Tiago Dias
Igor Colaiacovo
Marcos Smirkoff
Olavo Chagas
Composition and Post Effects
Cadu Macedo
3D Supervisor
Fabio Shigemura
Sound Design
Tentáculo (sob licença EMI - Sony Music)
Arrangement
Ed Côrtes
Voice-over
Marcelo Campos
Lyrics
Lennon & McCartney

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