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Fiat - Get Ready

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  • Fiat Get Ready
    Agency: Motion Theory
    Creative Director: Mark Kudsi
  • The Fiat 500 Get Ready music video was a promotion for the rollout of the Fiat 500 in the US. The video created a contrast between the human and the mechanical by invoking the juxtaposition of people getting ready in their houses, and the Fiat getting ready in the factory. I was responsible for alot of the concept development of the spot, brainstorming actions that would appropriately juxtapose in both the factory and household realms, and concocting interesting narratives.

    Note: all photography was found, and simply used to illustrate ideas. None of it was used in the actual spot. 
    Below are some of my juxtaposition concepts - showing overlaps
    and transitions between human and mechanic actions.