Trek 2011
We won 3 Telly awards for this project! A Silver Award for Regional TV & Multi-Market Cable – Sports/Sporting Goods/Games, a Silver Award for Regional TV & Multi-Market Cable – Use of Graphics and a Bronze Award for Regional TV & Multi-Market Cable – Art Direction.
We’re proud to introduce the 2011 Trek Madone commercial which debuted during the 2011 Tour De France. We created the concept of a single pencil line transforming into a complex, aerospace-engineered racing legend with our good friends at Hanson Dodge Creative. We also learned how Trek leads the carbon fiber technology industry with a super-secret factory tour. Watch for Andy Schleck at the end, and watch for him to win the Tour this year. This is our second Trek adventure with this creative team. Take a look at the spot we did for last year’s Tour.
Agency: Hanson Dodge Creative
Creative Director: Scott Schwebel
Account Supervisor: Sally Siegel
Producer: Pat Buckley
Director: Ken Kornacki
Concept, Storyboards, Editing, Visual Effects and Composting: Aurum
CG: Brian Bullock, Director of CGI – re:think
Music: Peter Batchelder, Independent Studios
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- Concept sketches.
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- Color storyboards for presentation.
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- Raw CAD rendering of frame.
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- Motion control bike photography.
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- Crane used for overhead shot.
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- Printouts of some shots.
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- Extreme close up pencil work.
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- Final composite of pencil.
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- Final CG renders of carbon fiber strands.
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- Final composite of CG carbon fiber animation.
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- Final composite of carbon fiber animation.
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- Final composite of carbon fiber animation.
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- Final composite of motion control footage and CG effects.
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- Andy Schleck footage shot on location in The Pyrenees.
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- Crane shot visual effect.
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- Final look at pencil work.
