Technology inspired us to make the oil
The new campaign features television, online and print elements. It will launch in the US in April and roll out in Europe, Latin Americaoil motor and Asia over the next several months.
"There are a lot of spots that show performance through tough driving scenarios, but the challenge to actually show Titanium Fluid Strength Technology inspired us to make the oil itself the hero and to create a simulation of the test process of amazing scale and drama," explained Sung Chang, Executive oil motorCreative Director at Ogilvy. His partner,EMI Filter, Creative Director Craig Mannion added that "The intention was to approach the design of the track in the same manner in which Castrol Engineers create Castrol Edge - with the sole purpose to push the oil to its limits."
Ogilvy turned to digital animation and film specialists at Psyop to bring their vision of the ultimate test track to life. Psyop's team under creative directors Eben Mears, Anh Vu and technical director Tony Barbieri wanted to make the track look realistic while having to animate the main character ?C the motor oil.In explaining the process, Psyop Creative Director Eben Mears said, "We took the direction of total reality, in terms of shooting film and made everything appear real and possible, and blended in a hint of sci-fi tooil motor break the literal constraints of imagination. It felt a bit like a video game, where challenges arise and obstacles pop up, but it was vital that everything appear on first glance as if in a real, possible environment."
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