Introduce Velocity viewers to a new car sub-genre, Japanese Domestic Market (JDM) vehicles, and drive ratings success for this freshman series. These commodity cars have become hugely popular in the US with a cult following because of their rarity, utility, quality and reasonable price. JDM Legends is the garage in the US for JDM’s. This will be a first-of-its-kind series for Velocity.
We thought the best way to promote a show about classic Japanese cars was to fool viewers into thinking they were watching original car ads from the ’70s and ’80s. With a wink, a smile and a poorly groomed mustache, we crafted these series launch promos down to the last vintage detail—from the faded, dirty film transfer look, to a muddy, mono audio mix—all to relive the over-the-top commercial style that marked the heyday of Japanese sports cars.
Breaking It Down
Utilizing ’70s and ’80s filmmaking techniques, vintage lenses and filters along with analog-style graphics and custom made effects, we were able to create authentic-looking throwback spots that transformed into a modern-day look.
The campaign was a big hit with both traditional Velocity viewers as well as new audiences and helped secure a strong ratings performance for the series launch.
Credit Where Credit Is Due
Creative Director: Mike Ring
Director: JR Soldano
DP: Wesley Johnson
Writer: JR Soldano
Editor: Eric Gibson, Scott Rinebold
Graphics / VFX: Scott Rinebold
Producer: April Jones, Michael Kelehan