Subaru ‘First Car Story' -Case Study

The Stories Behind The First Car After a few different conversations with Carmichael Lynch we found the perfect project to collaborate on, helping them craft a campaign for Subaru that would allow users to create and share personal films. The concept gave people the tools to create an animated film about their first car, using a real-time, cloud-based rendering system that we developed. In working with a number of illustrators we pulled together a database of illustrations that would be triggered by key words in the story. We then developed the website to allow users to add a voice-over, select music, and share on Facebook. Subaru also needed a few pieces for their broadcast campaign so we rendered out some HD animations and created commercials to promote the website, making for a fully integrated campaign. With so many interactive capabilities out there, it was finally time to let the user create something they could be proud of. We quite like the a few of the films that found themselves in our reject pile. Because with every crowd-sourcing job, there is always a set of rejects standing behind the high school smoking cigs and perfecting homemade tattooing... and we find comfort in that.