UK start-up carwow.co.uk has reinvented the wheel, turning the car buying experience on its head so car dealers compete for customers’ business. Of course that meant the company’s commercial had to reflect that innovation – it had to… wow.
Working with Guns or Knives, we reckon we’ve achieved that with a quirky, incredibly detailed animated piece based on old-school zoetrope animation.
We created a flat 2D ‘cyclotrope’, where sequential frames of an animation loop were arranged around a circle. The wheel was then spun to sync up with the camera’s shutter speed at 25 frames a second – the optimum speed for the human eye to perceive perfectly fluid animation. Try saying all that after one G&T too many!