A new spot for Carmax showcases the work of Framestore and Amalgamated, working under direction from Tom Kuntz to combine live action, CG, and digital matte paintings into some clever spots.
For “Kid in a Candy Store” Framestore uses digital matte paintings and augmentation of live action plates to show what a geek, a mermaid, a wrestler, a hippy and an acrobat have in common. In the spot, “Gas Station”, Framestore helps a modern day man collide with an old-fashioned gas station in order to show that customer service should not be a thing of the past.
“It’s been great working with Tom Kuntz again on this campaign” says Framestore Executive Producer, James Razzall, “We worked together closely to layer in those additional details- adding crowds and flying saucers, replacing skies/backgrounds as well as bringing the mermaid’s tail to life – that really bring the spots to life.”
Both spots below.
