Peugeot ad 2023 – Surveillance Camera

Peugeot has recently launched an endearing brand campaign for its new 308 electric model, featuring an animated camera mascot that seems to have been inspired by Pixar. The campaign, directed by Mark Jenkinson in collaboration with the Open agency, showcases a camera that becomes smitten with the new Peugeot and follows it through the city.

The advertisement bears a resemblance to an animated IKEA commercial featuring a lamp. Much like Peugeot’s campaign, the IKEA advertisement employs an endearing inanimate object as the protagonist, creating an emotional narrative that captivates the audience. This storytelling approach, where everyday objects are anthropomorphized, seems to be an emerging trend in advertising, effectively engaging viewers through relatable and heartwarming content.

A Love Story Between a Camera and a Car

The campaign revolves around a camera that falls head over heels for the new Peugeot 308 electric model. The camera, created in full CG by The Mill Paris, follows the car around the city, undeterred by any obstacles. The story is heartwarming and engaging, as the camera’s affection for the car is palpable.

Mickael Girod, the CG Supervisor, mentioned that the mission was to create a 3D camera character and integrate it into the shots to narrate a love story between the camera and the new Peugeot vehicle. The character was created from scratch, and the team sought inspiration from Pixar classics. They aimed to create a friendly, emotive camera with a slightly weathered look.

Technical Marvel and Creative Storytelling

The campaign is not just a technical marvel but also a masterpiece in creative storytelling. The animation of the camera is fluid, and its emotions are vividly portrayed. The camera has been given life and personality without making it too cartoony. The attention to detail, such as rain, water on the camera, and reflections, adds depth to the visuals.

Philip Louis Hambi, the Colourist, praised the collaboration with Mark Jenkinson and Ottar Gudnason and gave a shout-out to The Mill Paris team for bringing the little hero to life.

Audience Reception

The campaign will likely resonate with the audience due to its unique concept. It’s not every day that you see an inanimate object, especially a camera, being portrayed as a character in a car advertisement. The Pixar-style animation is bound to attract attention and make the advertisement stand out.

A Global Campaign

This global campaign required the rigging of 70 shots and the delivery of numerous versions. It was produced by Movie Magic and post-produced by Else. The Mill Paris studio worked on this project, with support from the Bangalore studio, for all the preparatory work.

Conclusion

Peugeot’s new brand campaign is a breath of fresh air in car advertisements. The animated camera mascot adds a touch of whimsy and heart to the advertisement. The technical aspects of the campaign are impressive, and the storytelling is engaging. This campaign is not just an advertisement but an experience likely to leave a lasting impression on the audience.

Pros:

• Innovative Storytelling: The campaign’s use of an animated camera mascot adds a fresh and innovative storytelling element, likely to engage viewers and make the advertisement memorable.
• High-Quality Animation: The high-quality Pixar-style animation adds a layer of charm and appeal to the advertisement. It’s visually captivating and adds depth to the character of the camera.
• Emotional Connection: The portrayal of the camera as an endearing character that falls in love with the car creates an emotional connection with the audience, which can positively impact brand perception.

Cons:

• Target Audience Mismatch: The Pixar-style animation might not resonate with all demographics, especially older audiences who might be looking for more information-driven advertisements.
• Overemphasis on Mascot: The focus on the animated camera mascot might divert attention from the car itself, which is the advertised product.
• Lack of Product Information: The advertisement’s storytelling approach might not provide enough information about the car’s features and specifications, which are crucial for potential buyers.

Credits

DIRECTOR Mark Jenkinson:
AGENCY Open:
Creative Director: Stéphane Lecoq
Creatives: Jake Butler, Nikk Kugge
Head of Production: Patricia Lucas
Account Manager: Judith Romero
PRODUCTION Movie Magic:
Executive Producer: Giorgio Borghi
Line Producer: Giulia Buffa
POST PRODUCTION
Else:
Post producer: Florence Marquet
VFX STUDIO
The Mill Paris:
Executive Producer: Fabrice Damolini
VFX Producer: Stéphanie Mollet
VFX Supervisor: Alexis Baillia
CG Supervisor: Mickael Girod
Editing: Maxime Didelot
Grading: Philip Hambi
Modeling & Environment: Jaspreet Kay Dua, Tytouan Botte, Nicolas Du That Co
Generalist: Guillaume Dadaglio
Rigging: Marine Sisnaki, Alexandre Sauthier
Animation: Alban lelièvre, Geoffroy Barbet Massin, Ludovic Martin, Hervé Anceau
FX / fur: Pierre Carcedo
Lighting: Valentin Lesueur, François-Xavier Gonnet, Balthazar Bourguignon, Tytouan Botte
Compositing: Ugo pierantoni, Fabrice Fernandez, Jordan Recoquillon, Killian Roy
Flame: Alexis Baillia
VFX Coordinator: Milan Vicet, Mathilde Cohen Selmon
Assistant: Julie Rigaud, Chloé Charrier, Felix Fléchet, Naomie Dumas, Pauline Royo, Antoine Zimer, Maité Tamain
VFX SUPPORT :
The Mill Bangalore:
Associate Production Manager: Rushikesh Shelar
Production Coordinator: raman Dhode, Srinivas Bandi, Nividita Dakua
Compositing Supervisor: Venkata Siva Kumar Mannepalli
Compositing Lead: Rajesh S
Compositing Artist: Pavan Gurhalkar, Ragesh Ramchandran, Gopinathan Sekhar, Sudeep Bandi
Asset Lead: Nishant Kumar
Rigging Lead: Garlapati Yeswant
Lighting Supervisor: Aritra Kumar Sarkar
Lighting Artist: Trinath Sarkar, Romika Tiwari, Karan Patel, Sourabh Soni
MMRA Supervisor: Elangovan Ganeshan
MMRA Lead: Smijumon Viswanathan, Avaneetharan Karuppasamy
MMRA Artist: Puppala Vinod Kumar, Anirudh Krishna Kurve, Tirupati Bhavani Shankar Derangula , Upasana Choudhary, Swapnil Bharat Nerkar, Yallamraju Venkata Raja Chandra, Praveenkumar Palani, Asif Mohammad, Paras Pareshkumar Shah, Typhan Rai, Chetan Balasaheb Kadam, Vijay Bapu Chavan
Prep Supervisor: Sugumar S
Prep Lead: Kiran Veeraswarapu, Sachin Ranaware
Prep Artist: Ritesh Patil, Sikandar Shaikh, Anuj Pathania, Prashant Kamble, Abhishek Deswal, Sagar Gawande, Bruno Roosewelt, Jagadeesh Dasari, Utkarsh Indis, Sagar Dasgaonkar
Roto Supervisor: Sivakumar S
Roto Lead: Rohit Charde, Moumita Ganesh Pratihar
Roto Artist: Rahul Jagtap, Laxman Nathuram Bodere, Nitin Yashwant Thorat, Sudhir Balaram Jadhav, Ahamadulla Khan, Hrushikesh Kadu, Shrikant Jadhav, Sudev S, Tanmay Bera, Aditya Shrikant Salunkhe, Rakesh Gharti, Sekh Sahangir
:
Versions Digitales:
VFX Producer: Kahina Lamblin
Grading: Loic Lavaux
Motion: Franck Maillet