Plum Productions Director Gavin Bowden recently wrapped an incredibly technical and artistic spot for Subarus new Impreza. Marked by riveting visual effects , the campaign titled Peel Out, takes the viewer on an imaginative thrill ride. The spot showcases Subaru not only as a fun and sharply designed performance car, but as a sophisticated force of creative self-expression.

In this Subaru commercial, a photograph of a young couple peels straight off the pages of a glossy magazine. And a moment later a Subaru Impreza peels off the opposite page in 3-D. The car whips through the frame and off they go. We race across a CGI tabletop landscape scattered and strewn with various lifestyle magazines whose pages flip open in the breeze.

The Impreza tears straight into different images on the pages, thus seamlessly transporting us to exciting new locations for the vehicle to explore. And in the cars interior, we show the young couple having the time of their lives underscoring the sense of freedom and adventure that awaits behind the wheel of an Impreza.

Director Gavin Bowden was thrilled to get the boards. Ive worked with CG elements in the past, but Ive never helmed a project that was so post-intensive, he explains. Ironically, he actually thinks this detail might have worked to his advantage. The agency was looking for a high level of photorealism and my experience supports imagery that feels very real and raw. Bowden teamed up with SWAY Studio to create the tabletop/magazine world that the Impreza literally tears through. SWAYs visual FX supervisor Chris Nichols explains, There were a lot of factors that made this spot challenging, and in turn are the same things that make it great. The most obvious challenge was in making the car and landscapes look real.

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