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The Super Bowl is the Academy Awards of advertising, a night where advertising’s finest work wins by playing to an audience of millions. Over 100 million, actually. So when our agency clients asked us to work on their coveted Super Bowl spots and integrated campaigns, we gave them our best game. Our New York, Los Angeles and London offices worked on some of the Super Bowl’s most popular commercials, evoking cinema’s favorite genres.

From Deutsch L.A., directed by DGA-winner Dante Ariola and with VFX from The Mill London comes VW's "Black Beetle." This Super Bowl stunner features an exquisitely animated, striped beetle that dodges natural foes in the woods with the prowess of a 21st Century VW Beetle in a heart-pounding car chase. Tom Bussell and Juan Brockhaus, our Lead 3D Artists on "Beetle", say they created an animatic from Ariola's storyboards to provide a blueprint for timings and how the edit would work. They researched not only iconic car chases, but watched documentaries and observed real-life footage of insects to make the spot's cast as believable as possible.

The Mill also called upon The Natural History Museum, who houses an extensive insect collection. That reference helped the team build and texture digital versions. On set, a Spheron camera was used to capture lighting levels so CG insects could be lit the same way. And not to be upstaged, the 21st Century VW Beetle makes a bedazzling appearance at the end of the ride!



  • Agency: Deutsch
  • Producer: Marisa Wasser
  • Creative Director: Mark Peters, Jim Dipiazza
  • Creatives: Paul Oberlin, Matt Sherman


  • Production Company: MJZ
  • Director: Dante Ariola
  • Executive Producer: Natalie Hill
  • Director of Photography: Fred Elmes


  • Editing Company: Union
  • Editor: Jim Haygood
  • Edit Assist: Dylan Firshein

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Gemma Smith
  • Shoot Supervisor: Rob Sethi, Tom Bussell, Patrick Krafft
  • 2D Lead Artists: Barnsley, Darren Christie
  • 3D Lead Artists: Tom Bussell, Juan Brockhaus
  • 3D Artists: Amaan Akram
  • Colourist: Adam Scott
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11-14 Windmill Street,
London, W1T 2JG

Tel: +44 20 7287 4041

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New York

451 Broadway, 4th/5th/6th Floor,
New York, NY, 10013

Tel: +1 212 337 3210
Fax: +1 646 432 8958

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Los Angeles

3233 S. La Cienega Blvd,
Los Angeles, CA, 90016

Tel: +1 310 566 3111
Fax: +1 310 566 3144

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54 West Hubbard Street, Suite 502,
Chicago, IL, 60654

Tel: +1 312 605 8900
Fax: +1 312 822 0882

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