Photographing in the BMW University in Whitby, Ontario, Canada, with some of the latest software for live visual performance and mapping, the Derooted team was able to fine-tune everything with a high level of precision on the fly. "This gave us room to explore different content options while getting a real-time visual outcome instant creative gratification," says Derooted Creative Director Simón Rojas.
The resulting images are amazing, and more than a few visual effects stood out from this project. Achieving the ghosting of the car made it "fly," as if it was travelling at the speed of light. "Light is fluid, fast and intangible," Rojas says. "It's both reflected and absorbed, interacting differently with flat surfaces versus 3D objects. Add hurdles like key stoning, luminosity, light bleed and you have hours of geeking out in a blacked-out studio, feeling like a kid playing with toy cars and lights."
More than just a trend, this artistic development could well be the look of the future of advertising, as clients can now see their products in a truly different light.
Derooted is a boutique creative agency specializing in unique marketing concepts, branding and strategies for graphic, interactive and experiential initiatives. Clients include II x IV Design, Canada Basketball, Nike, BMW, Above Ground Art Supplies and Nelly Furtado's Nelstar Records. Touch base at Derooted Creative Agency : Toronto
About Lovera Motion + Photography
Colombian-born photographer Javier Lovera received his M.Sc. in Aerospace Engineering from Purdue University. He is at the cutting edge of developing and researching interactive and mapped projection-based photography. With a focus on fashion and advertising, Lovera's images have been featured in Elle Quebec, BULLETT, Nuvo, Zink, Filler, and Plaid magazines. Other clients include Cougar Boots, Blammo Worldwide, Adidas and Nike. Visit Fashion Photographer Javier Lovera : Toronto