Fast And Furious - Proof of Concept
When the SyFy Channel asked for a pitch to promote THE FAST AND THE FURIOUS, there was one stipulation - it had to either be animated or stop-motion due to Covid restrictions. Our initial concept was a slam-dunk…
Back in high-school, creative director Kris Kristensen made a stop motion film with his buddies who were street racing without cars, speeding down the road, careening into one another in their “invisible” vehicles. The promo for SyFy would be similar with two characters revving their “engines”, staring one another down. Then cut wide to reveal that they’re without cars as they peel out and race toward the finish line. The winner doing a donut in a parking lot.
In order to illustrate this idea, Kris shot a proof of concept of himself racing recklessly through the neighborhood, then submitted it to the client. They loved it, and we landed the gig. There was just one catch…
Due to the Covid protocol we couldn’t have any on camera talent, so we were asked to do this a cartoon. We could, but the concept isn’t as fun, and barely makes sense if it’s not live-action stop-motion (not that it really makes sense either way). We only had 24 hours to pivot and come up with something new. What to do, what to do?
Our team hopped on a call and bandied about some ideas. “What about a race between two grocery shoppers? Their carts are full, and the lines are long. A new cashier opens a lane and the two shoppers sprint for it, only to be foiled by a slow moving granny who’s buying groceries for the month.” Not bad, but then we were told that SyFy wanted to include cars in the spot.
That’s when someone on the team brought up the approach of revealing the duel through the story of two flies having a race only to meet their demise via a more formidable pair of street racers.
FINAL PROMO
We hope you like both versions. Let us know your thoughts.