Heat, smoke, pollution… VanMoof’s latest commercial features a gridlocked city where everything is stuck in reverse. Everything, except our hero and her e-bike. Brilliantly directed by Paul Geusebroek, the spot viscerally communicates the company’s #ridethefuture slogan.
Starting with a reversed combustion process inside a CGI car engine, the spot finishes with our hero riding forward, offering hope for a greener future. As she rides through a world in reverse, we see the moment right before a car crash, a shot that was accomplished by seamlessly combining multiple motion-control passes. The Glassworks team was also responsible for adding destruction to the crash and intensifying the suffocating feeling of the environment, a key aspect of the narrative.
Director: Paul Geusebroek
Agency: DCMN
Production Company: Halal
Glassworks Team:
On-set VFX Supervisor: Urs Furrer
Lead 2D Artist: Kyle Obley
2D Artist: Urs Furrer
3D Artist: Rüdiger Kaltenhäuser
Executive Producer: Ashley Goodwin
Producer: Rebecca Johnson
Production Coordinator: Patrick Armstrong