Chevy "Ride of Your Life"
Our brief was to produce all of the different video and photographic elements needed to build the Chevy "Ride of Your Life" web experience.
Commissioned by Goodby Silverstein & Partners in San Francisco, the 'Ride of Your Life' web site built by rehabstudio incorporated Google Maps Street View, Google Places and Facebook Connect which enabled the user to take a personalized ride through their life driving one of six classic Chevys (such as the '53 Corvette, '57 Belair or the '69 Stingray) while listening to one of six iconic music tracks on the "radio."
The visual content requirements fell into three distinct areas of need; video, stills and Iybrid Moving Pictures. The video component came in two parts: shooting exterior and interior details of each of the six classic Chevys as well as footage of each of the cars out on the road; and secondly, capturing bi-coastal B-Roll footage of roads, signs, landscapes and general road trip details. This specific content was used by rehabstudio to link the footage of the cars and Google Street View together.
The photographic and Iybrid aspect of the production comprised of shooting precise 180 panoramic shots of the car interiors (to create a virtual drivers eye view) plus stills and Iybrid Moving Pictures of each of the six classic Chevys, as well as details shots of their radios, interiors, badges etc.
The production began with a three day combined video and photographic shoot in the leafy surroundings of Grosse Pointe, Detroit. TNC Productions EP Stuart Hart choreographed one single seamless production that comprised of a location car "studio" for the 180 degree interiors; a video production shooting static details; atmospherics and driving footage from a camera car rig (with Medhi Zollo handling the DP and directorial duties); and finally Iybrid "portaits" of each of the cars ― which mainly involved me lying in the street with camera poised while waiting patiently for the wind to gently waft through the trees. All of this frenzied visual content creation came under the creative direction of the enigmatic Tim Rodgers and the creative team of Megan + Margie from GSP.
Once the shoot in Grosse Pointe wrapped, a condensed creative production team embarked on an adventurous road trip to shoot video B-Roll. Their journey that took them from Detroit to the deserts of Las Vegas, and from there to the mountains, valleys and costs of Northern California.
By the time the shoot was complete, hundreds of hours of footage had been shot and the unenviable task of editing, grading and After-Effects work fell entirely on the shoulders of the rehabstudio team back in London. With one exception: Zollo was asked to edit a 30 second trailer to play on YouTube to promote the site, a task he embraced with gusto
Without doubt, the "Ride of Your Life" is one of the most significant technical projects that I have ever been involved in from a production point of view. It brought together every facet of our visual creative expertise wrapped into one, integrated production. "Ride of Your Life" proved to everyone (myself included) that truly integrated video and photographic productions aren't only possible, they're the way of the future.
I can't wait to do another.
Agency: Goodby Silverstein & Partners
Digital Agency: rehabstudio
Creative Director (digital): Tim Rodgers
DP: Mehdi Zollo
Photographer: James Bareham
Executive Producer: Stuart Hart
Lighting Design & Grip: Scheimpflug