CDK Global

Connect

CDK Global

Connect

An explainer epic that simplifies and reveals the humanity of the car buying and selling process. CDK Global developed software that connects potential car buyers with potential car sellers as well as aiding in the maintenance and upkeep of their new purchases. We shot for multiple days on multiple locations to develop this VFX driven augmented reality (AR) inspired video. Adding in the stylized 3D scenes aided in the areas typically told through info graphics in a less technical fashion keeping this video approachable and understandable.

Design | Script | Directorial | Live-Action | Editorial | Motionography | Animation | VFX | Compositing | Color Correction

A day in the life of the automotive sales industry

Directed by: Bobby Hougham
Director of Photography: Matthew Clark
Movi Operator: Ryan Haug
Executive Producer: Sevrin Daniels
Creative Directors: Sevrin Daniels, Bobby Hougham

VFX/Animation Supervisor: Eric Edwards
Editor: John Jeffcoat
Agency: SMITH
CD: Mason West
Producer: Cherie Martin Irwin

Directed by:Directed by: Bobby Hougham
Director of Photography: Matthew Clark
Movi Operator: Ryan Haug
Executive Producer: Sevrin Daniels
Creative Directors: Sevrin Daniels, Bobby Hougham

VFX/Animation Supervisor: Eric Edwards
Editor: John Jeffcoat
Agency: SMITH
CD: Mason West
Producer: Cherie Martin Irwin

The Process

The Process

The process for this was a bit different from the norm. They were in the process of rebranding the company and didn’t have everything totally dialed in and needed some help visualizing and extending the brand into the motion sphere. We jumped right in and started with mood boards and sketching as well as multiple rounds of style frames to get the iconography and animation just right.

The AR treatment was a way to pull the client away from needing to see their software literally on screens which would have killed the flow. As the story was a bit of an epic covering everything from a college student going off to school with his first car to an older rich guy with his childhood dream car to the average joe bringing in his vehicle for maintenance and all the pieces and parts in between, we really needed flow to work in our favor. AR graphics were tracked in and the footage was rotoscoped to flow around it. The 3D scenes were a result of many rounds back and forth with the agency to really get their vision of the brand across. In the end, we have a video that clarifies and explains the CDK Global Connect software even the least technical person can fully understand.

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