- Phone: (+34) 659 057 153
- Email: info@xativasite.com
case study_1
Context
Ogilvy multinational advertising company, commissioned XÁTIVA to create a high-impact visual for the launch of the new Ford Focus.
The goal was to convey the emotional intensity of driving this car, a breath-taking experience which is capable of making you see your surroundings in a different way.
The final piece won the Silver SOL Award at the Iberoamerican Advertising Festival, being recognized as the second best print advertisement.
Challenge
The concept required transforming a real urban environment into a surreal rollercaster style 60° inclined ramp — visually suggesting that driving a Ford Focus makes the city feel exhilarating and elevated.
Key challenges included:
• Seamless integration of 3D modeling and real aerial photography
• Authentic reproduction of Parisian architecture in high level detail
• Precise camera matching and perspective alignment
• Creating a desaturated autumn atmosphere
• Delivering a powerful visual without directly showing the product
My Role
The concept required transforming a real urban environment into a surreal 60° inclined ramp — visually suggesting that driving a Ford Focus makes the city feel exhilarating and elevated.
Tasks:
• Concept previsualization
• 3D modeling and environment construction
• Advanced camera matching
• Architectural detailing and adaptation
• Texture creation and material setup
• Lighting design and multipass rendering
• Full post-production compositing
Action
The scene was built using a hybrid workflow combining 3D modeling and matte integration.
A high-resolution aerial image of Avenue de la Grande Armée was projected into a 3D environment:
The ramp and all visible architectural elements were modeled and adapted to a 60° inclination.
Every street element required skew deformation to match the photographic vanishing point:
Additional modeling was necessary to bridge gaps between buildings and the inclined surface.
Custom textures were created for cobblestones, traffic signs, façades and architectural details:
Lighting was carefully adjusted to achieve the unsaturated autumn mood requested by the creative team.
Result
Post-production enhancements included removal of vehicles and pedestrians, monument reinforcement (Eiffel Tower in 3D and Montmartre integration), atmospheric depth of field and environmental detailing to reinforce altitude perception. Multipass rendering included shadows, ambient occlusion, global illumination, reflections and bump channels to allow full control during post-production.
The final artwork achieved:
• Silver SOL Award at San Sebastián Advertising Festival
• International recognition for technical and conceptual strength
• A striking print advertisement capable of communicating impact without product visibility
• A requested concept extension for New York City
