"chips, shoulders" ../09
...in which Slide help the RAC triumph over evil in a battle for windscreen safety on the streets
When RAC Auto Windscreens wanted to strengthen their market position, London agency KB49 helped them tell a story of two characters locked in an epic conflict : heroic glass fitter Charlie versus enemy of drivers everywhere Chip.
With an extensive campaign planned - including national press, online, outdoor and potentially broadcast - Slide were called in to bring the concept to life.
To ensure campaign identity, Charlie and Chip required a distinctive, non-photoreal flavour. They would also need to be convincing alongside location shots - which meant neither a strictly realistic nor a cartoon approach was suitable.
We used scamps provided by KB49 to drive the two characters' designs, employing a combination of digital maquettes and paintovers to aid rapid sign-off.
With an art direction established, we produced high-res renders using 3dsmax and mentalray, which we carefully comped back into source photos.
The result : print deadlines met, a happy client, a great campaign. The moral? When the chips are down, you know who to call...
