Description

When tasked to unleash the Next-Gen Ford Ranger Raptor we had to push the boundaries like never before. But there was a catch… we had to use existing global footage but add a local flavour to it. We looked at what South Africa knows about power, energy, and an incomparable force; Africa’s powerful beasts. Lions, Buffalo’s, African Fish Eagles and cheetahs. Matching the characteristics of our beasts to the Raptor’s powerful features, we overlayed iconic African animals in moments that symbolize the Raptor’s capabilities. Not only localizing the global footage but expanding on the narrative.

Brief

When tasked to launch the Next-Gen Ford Ranger Raptor we knew we had to push the boundaries like never before. But there was a catch… we had to use existing global footage but add a local South African flavour to it. Talking to a South African market, that love to not play by the rules, we knew we had to deliver more exhilaration, more power, more energy and more roar.

Solution

We looked at what South Africa knows about power, energy and an incomparable force; Africa’s powerful beasts. The roar of a lion, the force of a buffalo herd, the resilience of the African Fish Eagle, the speed of our cheetahs. Matching the characteristics of our beasts to the Raptor’s powerful features, we overlayed iconic African animals in moments that symbolize the Raptor’s capabilities.

Making Of

We created realistic 3D model of the animals. These were then animated to jump or run to follow the trajectory of the existing dust, so they looked like they were immersed in the Raptors dust trail. Next, we created a particle system that emits dust particles. This system needed to be set up so that the particles are emitted from the animated animals and then dissipate in a natural dust motion. We then adjusted the parameters of the particle system (particle size, shape, movement) to get the desired effect. The same technique was used for the water eagle using a water particle system.