The highlight of the explosive spot is more of the rebirth of 9-3 series in the form of a sedan, sport combi and a convertible.
In the CG-packed spot, there will be a jet engine-blast that will be fueling a fireball around the 2007 9-3. The new 2008 car will be featured racing through the sun-drenched stretch of road, like a phoenix rising from the ashes. The spot was shot in an airplane hanger under the 115 degree heat of Death Valley.
Considering that his "Toxic" music video for Britney Spears has received the Visual Effects Society Award for Outstanding Visual Effects in a Music Video, Joseph Kahn is undeniably a well-known individual in kinetic visual flair and has a keen understanding of vfx.
And when asked about his experience in doing such kind of spot, Kahn said, "The Orphanage executed the very demanding task of finding beauty – in an act of – evolutionary destruction. They brought a compelling level of design artistry to an ambitious idea. I had a great experience working with them."
On the other hand, VFX Supervisor Kevin Rafferty, a celebrated veteran of the industry, said, "After the recent creative successes of Director Bong Joon-ho's 'The Host' and 'Fantastic Four', I was excited to work on this visually arresting commercial, especially one with such a well known cutting-edge director." He has relished the challenge to envision and eventually created a CG jet, CG jetblast, CG 'welding' sparks, CG molten metal, CG Saabs, CG Set extensions and CG ground fog, which in combination he named "an epic amount of elements for a 30 second spot".
Aside from Rafferty, The Orphanage team has included Executive Producer Paul Grimshaw, VFX Producer Lawson Owen and CG Supervison Nathan Fariss.
Being part of creating the spot, the Lowe New York agency team was grouped by: Chairman and Chief Creative Officer Mark Wnek, Creative Director Simon Bowden, and Executive Producer/Head of Production Sara Eolin,
Executive Producer Michael McQuhae along with DP Chris Probst and Line Producer Richard Weager has supervised the live action shoot by HSI Productions.
With all those prominent individuals in the industry, sounds like General Motors has nothing to worry about in terms of the Saab's promotion.