It's no wonder that Cars.com 'Neck' reflects impeccable comedic timing. Award-winning director Tim Godsall of Biscuit Filmworks, working hand-in-hand with his long-time producer Rick Jarjoura, directed the spot. It juxtaposes the over-the-top mini-confidence singer with his slightly embarrassed Cars.com-using, life-sized version. The Mill did the telecine and created VFX for 'Neck', which help convince the unassuming St. Clair to run with this Cars.com-inspired sale that lands in his lap.
"The agency creatives came in with a clear vision for us to execute 'Neck'," recalls our Head of Production Arielle Davis. "And we love working with Tim Godsall who not only has great comedic style but is a great VFX collaborator. Together with the fine editorial skills of [Arcade Edit's] Geoff [Hounsell] we really came together to hunker down and tackle this one. It was an ambitious endeavor!"
The Mill team's focus was to create transitions for mini-confidence, then composite him in to subsequent shots, Davis explains. Each mini-confidence was shot specifically for the back plate per scene, then plates were composited. "A lot of time and consideration of approach went into these shots," Davis says. "Our Head of 2D Phil Crowe VFX Supervised, while Elad Offer led compositing with support from Steve Cokonis and Margolit Steiner. Nick Lines created the CG neck."
The Mill handled telecine for Cars.com as well. Our Head of Telecine Adam Scot explains he graded "Neck" before any FX work was done, then used mattes from Flame to fine tune the various elements.
The Super Bowl broadcast version of "Neck" includes an opportunity for viewers who use the Shazam app to earn money for a children's charity as part of Cars.com Car Cares program. Consumers can vote for their favorite children's charities on the Cars.com Facebook page.