Dodge Demon
Launch








My Role
Director
Creative Director
Design




About
The video above is a case study of 10 teasers and a few other things.

This project was about as exciting as it gets because it mixed a branding assignment, live action, CG, custom sound design, and one of the most bat-shit insane vehicles ever created—the all-new Dodge Demon. Over the course of nine months, we crafted messages teasing the cutting-edge features of the car.

Working closely with Dodge's design and engineering team, we had to develop a keen understanding of the technical capability of the vehicle and craft messages that revealed just enough information. The features we had to tease included the revolutionary engine cooling system, the line-lock capability, racing fuel intake, the reduced weight, and the custom-made drag racing tires.

At the time of the filming, we were working with a prototype of the car, which meant what we could do with the car was limited. However, it could still do a burnout in style and tear off the line without any problems at all.

A few highlights of the project included burning out the tires (There was absolutely no smoke added to enhance the effect; it's all real.) and laser cutting the Dodge logo out of metal and blasting a flamethrower through the cutout. The fire coming from the Dodge stripe logo is very real. (It’s weird going through all of that work and realizing it looks like something you could do in After Effects; a real fire still has more soul.)

Ultimately, the project was a great success, with the teasers gathering over 21,000,000 views leveraged by MotorTrend and Dodge's loyal fanbase.






Additional Credits
Production Company
MotorTrend Group

Managing Director
Jerry Solomon

MotorTrend Group ECD
Mike Ruiz

DP
Russel Peters
Gabrielle Prociek

Director of Editorial
Anthony Cerniello

Additional Editing
Marc Beroza

Assistant Editor
Ezra Gentle
Ryan Costa

Driver
Rhys Millen

VFX Lead
Hagen Gilbert

Modelers
Hagen Gilbert
Ilya 
Cesar

Animators
Cesar
Ilya
Walin
Ollie 

Character Design
Ergin 
Fre Ross

Compositor
Ian Blewitt

Color
Waqas Qazi


Line Producer
Peter Murray

Producers
Dave Wein
Miles Friedman

1st AD
Peter Murray