The Land Rover animated tribute created by the fans for the fans.
Land Rover produced a “Thank You” film using thousands of online users’ photos for its Facebook fans. The brand’s Facebook page reached one million Likes, so Wunderman NY and Trunk Animation created a project inviting fans to send in their own images for use in the celebrating video.
The animation charts a journey from New York to the Grand Canyon, taking in iconic American landscapes including the Florida Keys, the Great Lakes and Monument Valley.
Directed by Trunk Animation’s Alasdair Brotherston and Jock Mooney, the video uses a number of techniques including stop motion, CG, pixilation and digital montage.
Fans’ holiday pictures made up most of the background images collated by Wunderman, and fans' pet photos featured in a changing key ring, including a parrot on a steering wheel. Time lapse expert, Andy Hague, created the final sky imagery and the music was provided by Ivan Arnold.
All the stop motion and pixilation sequences for the short were shot in London, whilst the stills of the actual vehicles were shot in New York.
Wunderman also organised a stills shoot of the new Land Rover range, which was used to texture map and inform the CG elements in the film.
"The interaction of Land Rover’s Facebook fans not only drove major elements of the creative process, but will also provide the audience for the film," says Trunk’s animation producer, Richard Barnett.
"I think that this cyclical arrangement, although often fraught with difficulties, will certainly lead to many more collaborative projects between clients, agencies, production companies and, most importantly, audiences."