02/02/2017
National Ad for the New Chevrolet Cruze. All media usage - 1 yr.
This ad is finally released; was photographed in early July 2014. Worked with the fabulous production team at TheLooopCGI for Shanghai General Motors via McCann ad agency.
The final shooting was done in studio as per client's request, although we all knew that the creative brief called for a "location" shot in the final image. The backplate was sourced from stock so we had to match perspective by some calculated guesswork since the backplate image did not come with camera data nor position/height. Additionally, we also had a list of objectives from client to make the car appear a certain way. So actually, we had to satisfy many objectives in camera position alone to make this shoot work.
A great thanks to my team and client for making this a successful production. I love win-wins when everyone loves not only the final result, but also the way we all worked together!
Photographer: Michael Lee (MIGS foto www.migsfoto.com & www.fb.com/migsfoto )
McCann Art Director: Phil
Retoucher: Joo Teoh
Executive Producer: Marten Rauschenberg
Producer: Steven Yu
Production Assistant: Yan
Digital Tech: Jia Hong
McCann Account Exec: Erin Sheng
20 team members + 16 hours in studio shooting + breakfast/lunch/dinner + 3 transport vans + 10 5K Tungten Fresnels + 3 KiniFlo Strips + 2 Car Detailers + 2 weeks retouching = 1 final image.
General Motors Chevrolet Cruze Beijing Eye Schneider-Kreuznach Phase One Phase One Hong Kong PODAS Photography Workshops
