In the world of advertising, few things capture attention like a well-crafted car commercial. This article explores the journey of creating our car commercial featuring the FOWNIX, highlighting the seamless collaboration between our talented team and the unique concept that drives the narrative.
The original concept revolved around a tennis player, skillfully transitioning to the car’s dynamic movements through match cuts. This innovative idea symbolized speed, agility, and precision—qualities we wanted to associate with the vehicle. Aiming to attract young, active professionals, we crafted a message that speaks to those who appreciate both performance and lifestyle.
Planning was crucial as we brainstormed ideas, settling on a storyboard that integrated the tennis theme with the car’s features. Working alongside the creative minds at Elect Studio, directors Saeed and Hooman brought a wealth of experience, ensuring our vision was cohesive and impactful.
As the Director of Photography, I collaborated closely with Emad, our talented cameraman and light designer, to capture the essence of both the tennis action and the car’s performance. We shot with a RED camera, which allowed us to achieve stunning visuals and intricate detail. Despite challenges, such as coordinating the timing of the match cuts, the teamwork made it a rewarding experience. Our cinematography focused on dynamic angles and smooth transitions, using lighting to enhance the mood and highlight the sleek design of the car.
In post-production, I not only edited the commercial but also handled the color grading to ensure the visuals matched our creative vision. I meticulously crafted the footage to ensure that the transitions between the tennis and car sequences flowed seamlessly, maintaining a high-energy rhythm throughout. My friend Amir Sheikh created a compelling soundtrack for both the teaser and the full-length video, enhancing the overall atmosphere and emotional impact of the project. Initial test screenings provided invaluable insights, allowing us to refine the final cut for maximum effect.
We launched the project with two videos: a teaser to generate anticipation and a full-length commercial for broader engagement. Both were distributed across social media and television platforms. Viewer feedback was overwhelmingly positive, with many praising the creative concept, stunning visuals, and the powerful music that tied everything together.
This project reinforced the importance of collaboration and the power of a strong creative vision. Working with a talented team like Saeed, Hooman, Emad and Amir not only elevated the final product but also made the process enjoyable. Inspired by this experience, we’re already brainstorming new concepts that push the boundaries of storytelling in advertising.
The project was launched in November 2022
- Client: Fownix
- Production Designer: Elect Studio
- Art Director: Saeed Jafari
- Creative Director: Hooman Naffat
- Director of Photography: Arash Lashini
- Light Designer & Cameraman: Emad Arad
- Production Managers: Amirsaman Sheikh – Amirreza Mohammadi
- Edit & Color: Arash Lashini
- Music: Amirsaman Sheikh – DJ Phellix
- Bts Videography: Ashkan Lashini