Insaeco: from an initial idea to a 3D commercial
A tire, a natural setting and a film to bring them together. I developed the concept and led the creative and art direction of this commercial, from the first visual studies to final delivery.
The starting point
Grupo Soledad wanted an eye-catching 3D video to support sales of its Insaeco product range. The brief was open: present the range through a concept and setting associated with sustainability.
From that initial idea, I developed the concept and visual approach for the commercial. We asked the client for high-quality photographs of the tire to provide an accurate product reference.
Building the product’s environment
The concept places the tire among sand, rocks, mountains, vegetation and water. The landscape creates the natural setting the brand wanted, while the shots alternate between product details and its presence in the environment.
The art direction takes shape through composition, materials, lighting and movement. These four styleframes show the look developed for the commercial.
From animatic to final film
The animatic served as the storyboard: I worked out the sequence directly in motion. It allowed us to review framing, timing and the product’s movement before the final finish.
The video compares three stages of the same sequence. From top to bottom:
- Animatic 1.
- Animatic 2.
- Final film.
The client reviewed and approved the work step by step. We made detail adjustments along the way, with clear communication and a good working relationship.
Direction and production
I handled the concept, creative and art direction, and visual production, with Iván Mora contributing the modeling and texturing detailed in the credits. Pere Joan Company created the bespoke sound design.
Watch the project’s making-of
From trade fair to social media
We delivered the commercial in landscape and portrait formats. It was first shown at a trade fair and later used on social media to support sales.
The client’s feedback
“We are delighted to recommend Monoceja.TV for the exceptional audiovisual production work carried out for our eco-friendly INSA-ECO tires. Thanks to their creativity and professionalism, we have been able to better showcase our product and increase potential customer retention in a way never seen before in our sector. The video they produced not only stands out for its high visual value, but we are also proud that it was made in Spain by visual and graphic artists using the latest animation and rendering tools. Without a doubt, they have helped us take INSA-ECO to the next level!”
Credits
- Concept, creative and art direction, and visual production:
Ismael González. - Tire modeling and texturing; texturing of sand, mountains and rocks:
Iván Mora. - Bespoke sound design:
Pere Joan Company.
Have a product you want to bring to life in motion?
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