We’ve all wondered what the future holds. We’ve all pondered the past. Time travel is a fascinating concept to think about; one that would present endless opportunities if it were possible. Well we thought we would set ourselves a challenge, How would you sell a time machine? We grew up in the 80’s. So naturally, we’re massive Back to the Future fans – and when we came across a collector who had built an exact replica of the iconic DeLorean time machine, our imagination went into overdrive. This moment set the ball rolling, and we began to think. If the time traveling DeLorean was real and we were approached by an agency in the 80’s to create images for it, what would we do? Coincidentally the 30th anniversary of this iconic movie was approaching and what better day to launch than on the 21st of October 2015, the day they travel into the future in Back to the Future 2. So we decided to set ourselves a challenge how to sell a time machine.
From this point, our research phase began. We started exploring 80’s car advertising, the target market for premium sports cars, what models looked like and of course that dreaded 80‘s fashion.
Armed with this background knowledge, we sat down and threw a few ideas around – we even undertook a small survey to find out when and where people would go if time travel was possible. Believe it or not it was a lot more difficult than we imagined to pinpoint iconic events or periods of time that don’t revolve around conflict, catastrophes or doing a Biff and defrauding the system.
So we continued to think…
After much discussion (and more than a few viewings of the movie, for research purposes of course) we came up with the following two ideas to give us guideline to build the images around. The first “Make Time”, Life is hectic and we never have enough hours in a day to do the things that you want. With a time machine you can make all the time you want to enjoy the things you love.
The second “Time for Adventure” was based around having a flying time machine and the ability to go anywhere or any when for the ultimate adventure. This helped give us context to refine our ideas, and let me say we had a few that were way out there! Check out our pre production notes and see how the concepts evolved.
On the day of the shoot we were like kids in a candy store. Seeing the Delorian pull into our studio and the sense of child like excitement that filled the entire team was worth all the months of planing and hard work. We spent the first hour just admiring the car and took far more photos of us with the DeLorean than the actual shoot itself – but how often are you let loose in the studio with a replica Time Machine?
The Proof is in the Pudding
The final stage and perhaps the most time intensive was taking all the assets and building the images. We spent the next few months refining the images in post, building 3d models, creating floating cities, friendly dinosaurs and really bring both concepts to life.
We have been very fortunate to have had the opportunity to work on something we’re so enthusiastic about. From the conception of our ideas through to production, Post production and seeing the finished product, we’ve had a ball. While this was a mock advertising campaign, the child within us still likes to believe that one day the sleek stainless steel exterior of the DeLorean will take us back to the future.
Follow us on Facebook to see what we have up our sleeve for the next one, all we can say is May the 4th be with you…