Director Donnie Bauer and his team of designers, animators, and visual effects artists created the 2-minute animated film that served as the hero visual component of The Vault experience, guiding its viewers through surreal landscapes. In addition to the graphic, The Mill collaborated with a crew of musicians, composers, and sound designers at the acclaimed audio house Antfood. They created a sonic journey that was as rich and imaginative as the visuals. The experience features Subway’s new sandwiches in The Vault, created by NFL star athletes Trevor Lawrence and Russell Wilson and narrated by ~ none other than “Beast Mode” sub creator himself, Marshawn Lynch.
The fully immersive experience took place during this year’s Super Bowl activation week as part of the Los Angeles Super Bowl LVI Fan Experience. The Subway Vault included a physical space that featured a large-scale video installation and a seven-channel, 360 audio experience.
“What we created for the Subway Vault Experience takes inspiration from the classic roller coaster and theme park rides, giving its viewers a first-person perspective as they twist, turn, and speed through palm trees, avocados, and an asteroid belt of flying pepperoni. We rendered the visuals with a 360-degree CG camera, allowing us to surround our audience with our 3D animation across three large-scale LED walls.”
“This project came together through the dedicated vision of our Creative Director, Donnie Bauer. As a producer, it was a joy to collaborate with some of the best creative talents that The Mill offers. The project stretches the bounds of the possibility of creativity and technology. Likewise, we could not have had better agency partners than Momentum WW and the audio team at Antfood. It is a beautiful example of what a genuinely collaborative effort can make possible.”