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JWT Atlanta Unveils Natural Gas Motor Oil for Pennzoil

Today, JWT Atlanta is launching a new campaign for Pennzoil, introducing the brand’s “first-of-its-kind motor oil made from natural gas, Pennzoil Platinum with PurePlus Technology – the first true innovation in the category in over 35 years.”

JWT Atlanta wanted to parallel the innovation of Pennzoil’s new product, so they created a “first-of-its-kind TV commercial shot on gaseous vapor clouds.” Due to the technical difficulty of pulling off such a stunt, the project took almost a year to complete. Entitled, “Complete Protection,” the 30-second spot features a Maserati driving through “a series of 3D animations projected onto moving gaseous vapor clouds,” which produces an other-worldly effect. To accomplish this, JWT teamed up with MPC NY, Skunk LA and director Raf Wathion. Among the technical challenges associated with the creation of “Complete Protection” were “synchronizing naturally forming elements and choreographing a live performance of a moving automobile, an uncontrollable vapor cloud and projected animation, all in-camera, all in a certain window of time, in a pitch black environment,” with the projections the only light source for the shoot. The spot is part of a larger, integrated campaign which roll out over the course of the year with the tagline “Motor Oil Reimagined.” Stay tuned for a behind-the-scenes video and credits after the jump.

Credits:

Client: Shell
Global Brand Director: Christopher Hayek
Agency: JWT Atlanta
Chief Creative Officer: Perry Fair
Creative Director: Jeremy Jones
Creative Director: Dustin Tamilio
Senior Copywriter: Troy Leyenaar
Senior Producer: Chrissy Lucas
Group Account Director: Chris Hooper
Account Director: Erin McGivney
Senior Planner: James Robbins
Account Supervisor: Dan McGuire
Planning Director: Michael Dezso
Media Agency: MediaCom
Production Company: Skunk LA
Director: Raf Wathion
Line Producer: Fred Vrancken
Executive Producer: Shelly Townsend
Director of Photography: Nicolas Karakatsanis
Visual Effects Company: MPC NY
Creative Director: David Estis
Executive Producer: Tim Dillon
Senior Producer: John Skeffington
VFX Supervisor: Ashley Bernes
3D Lighters: Kevin Lu, Chris Bernier
3D Animator: Ty Coyle
Colorist: Mark Gethin (MPC LA)
Editorial: Martin Leroy, Whitehouse Post
Sound Design: Gus Koven at Stimmung
Audio Mix:  Scott Persson at Sound Lounge
Original Composition: Atticus Ross
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