Oral-B "Black"

Imaginary Forces infuses a next-generation toothbrush with the sophisticated luxury and superior performance of a race car in the stylish new :22 “Black” for Oral-B out of Publicis Kaplan Thaler, New York.  The sleek, all-CG spot directed by IF’s Ronnie Koff takes a close-up look at the streamlined design, remarkable acceleration speeds and innovative performance settings of the newly launched power brush. Through the clever use of photo-real CG, the Oral-B BLACK 7000 is introduced in the slick fashion of a new racecar model reveal.

In order to successfully draw viewers into the guise of a performance car commercial, Koff took a photographic approach to CG, heightening the believability of the illusion with precise detail and realistic camera movements. Notes Koff, “With such a clever idea and an interesting new product, I jumped at the opportunity to direct this conceptual spot. I chose to keep the camera moves very tabletop up until the explosion, mimicking real live action car footage.”

 
Client: Oral-B
Title: “Black” :22
Agency: Publicis Kaplan Thaler, New York
Agency Producer: Kim Gormley
Agency Creative Director: Jan Rudin
Designed and Produced by: Imaginary Forces
Director/Designer: Ronnie Koff
Executive Producer: Ben Apley
Producer: Keith Bryant
Animators: Troy Barsness, Luis Sanchez, Chris Fung, Alasdar Wilson
Modeler: Aamir Karim
Editor: Danielle White
Inferno Artist: Rod Basham
Coordinator: Joseph Abousakher
Previs: Proof Inc.