Digital Domain Helps Dodge Rebel Against Sci-fi Robot Future
June 28, 2011

Digital Domain Helps Dodge Rebel Against Sci-fi Robot Future

RSA director Carl Erik Rinsch selected digital production studio Digital Domain to help Dodge envision the future and what it holds for those who love to drive.

The cinematic 60-second spot "The Future of Driving"--via ad agency Wieden + Kennedy Portland--imagines a sci-fi universe where humans allow robots to brush their teeth and walk their dogs, but refuse to hand over the keys to their cars. Digital Domain created the futuristic world, including its technologies, machines, and cityscapes.  

"The Future of Driving" posits a frightening future in which the increasing reliance on technology has resulted in a human race devoid of independence. Animé-style smiling faces and the polite, ingratiating voice of technology are present in every digital screen and machine; yet, one right mankind refuses to relinquish is the right to drive.Digital Domain handled the visual effects, 2D and 3D animation, and motion graphics, including design of all the holograms and fantasy user and gestural interfaces. VFX supervisor Jay Barton led the Digital Domain team, working closely with longtime Digital Domain collaborator Rinsch, to design the look, color, tone, and feel of the "face" of technology and ensure its consistent implementation throughout this future world. 


"It's always great teaming up with Carl because he has such a unique and distinct vision," explains Barton. "This Dodge spot feels like an epic feature film experience-it's darkly funny, and within the first 30 seconds, we hope the viewer is already sick of seeing this saccharine digital mien beaming from every corner of the world. This enables the defiant act at the end to feel like rallying cry the viewer can relates to."