Bringing on board photography partner Jim Smithson, Taylor James delivered complete production for print and digital ads for latest Subaru's 'Yeehaw' campaign.
The print and digital banners we produced were part of a huge campaign which spanned to broadcast.
The team at Taylor James talk about the behind-the-scenes process:
We were commissioned by DDB Canada, Subaru's long-standing advertising agency, to produce a series of both print and digital ads for their 'Yeee Haaaw' campaign. With only 10 days before the TV commercial shoot was scheduled, we were asked to lead the full print and digital production.
Our role was to capture all requirements for print and digital, and ensure a cross-platform campaign that was harmonious with the TV commercial. Our first challenge was to liaise with the TV crew to work alongside their planned production, on location in the Nevada desert.
Glen Taylor, founder of TJ, jumped on this brief because he secretly wanted to thrash a car around a dry lake bed. We commissioned regular TJ photographer Jim Smithson, and they both braved the desert to realise their wish on the tech scout day.
With a limited lead time and an already heavy focus on the TVC, it was important for us to clearly and effectively visualise our ideas for the print and digital deliverables of the campaign and bring both the agency and client up to speed with this on the photo shoot. The amount of trust in your vendor is immense when a production is being extended like this. We scheduled a one day extension to the TV shoot in order to capture our print and digital requirements. Within a few hours the production path was approved, we got the perfect shots and put everyone at ease.
Once the material was captured on location, our artists worked on it back at the studio to create the text coming out of the sand, billowing from behind the cars. We built up multiple layers of dirt, grime and dust to form the basic shape the clouds and then selectively lightened and darkened the dust to form the tagline for the campaign - adding shadows to ground everything onto the flat desert. We then worked on the overall colour and master files ready to take across high resolution print and digital banner adverts. At TJ we take pride in delivering intelligent solutions that most effectively combine creativity and technical expertise to hit the desired results.
Great imagery, on time results and very happy clients.
Glen Taylor sums up: "The difficulty is not in creating letters and words from dust, but in making it believable. It requires an expert vision from shooting to post. With our creative leads controlling every aspect of the shoot, we are able to overcome all the unavoidable issues that come up in production."
Check out all of the behind-the-scenes footage here.