In the world of automotive advertising, crafting a compelling TV commercial that resonates with audiences is both an art and a science. When M3 Agency approached us with the opportunity to produce the MG3 Hybrid+ Feel Good commercial, we knew it was a chance to create something fun for the automotive sector. This commercial production aimed to capture not just the innovative features of the MG3 Hybrid+, but the pure joy of driving it – a feeling that everyone should experience.

Stills from MG | Feel Good (2024)

The Brief

M3 Agency’s brief for the MG3 Hybrid+ commercial was clear: make the car not just a feature, but the central character that delivers an unforgettable driving experience. The concept of the Feel Good aura—a visual manifestation of joy and excitement – was key to illustrating the emotional connection between the driver and the vehicle. Our task was to create a TV commercial that would bring this concept to life, and create that connection between the act of driving and the feel good experience.

Pre-Production

From the outset, we collaborated closely with M3 Agency’s creative team to develop a visual narrative that placed the MG3 Hybrid+ at the heart of the story.

The story changed a number of times during the creative phase, but ultimately was stripped back to its simplest form. After all our objective was emphasise the car’s role in transforming everyday moments into extraordinary experiences. Storyboarding sessions allowed us to explore how the “Feel Good” aura could interact with the environment and the driver, ensuring that the commercial would resonate with audiences and convey the car’s vibrant personality.

The location recce was, in hindsight, vital to the success of the shoot. We used the Artemis App to pick the frames and camera positions ahead of time which then informed the focal length, field of view, lighting and movement that was needed for each of the shots, saving valuable time on set on the day.

Finally, the shooting order of the day was determined by the position of the sun, calculated through Sun Seeker. Being able to see how the light was reacting to the environment at any point in the day allowed us to formulate the most effective order of shooting.

Storyboards from MG | Feel Good (2024)

The Production

The commercial was filmed in Birmingham’s Brindley Place and Sutton Park, locations chosen for their distinctive urban settings that matched the MG3 Hybrid+’s lively character.

Director of Photography, David Stafford, utilised the Arri Alexa Mini and Cooke Optics to achieve the warm, inviting visual style we were looking for. Interior shots were supplemented with the ARRI Amira.

When filming car interiors, we had to lift the level inside of the car several stops to match the exterior and avoid blowing any highlights. To achieve this we opted for HMI’s as our main sources due to the output. These were supplemented with Creamsource Vortex8s and fabrics while the key light was a lantern created out of a kino source and floated in above the talent.

To achieve the driving shots, we reached out to our friends at Bickers Action to provide the rig. Meanwhile, Motion Remote supplied the remote flight head and operated it from within the Bicker Action vehicle. This approach offered complete flexibility on different roads and surfaces without the need to re-rig. Additionally, it kept the camera smooth while in motion, allowing the audience to focus on the car itself. This commercial production was all about energy and movement, aligning with the campaign’s “Feel Good” theme.

Post Production

Lambda Films partnered with Max Johnson to bring the “Feel Good” aura to life. Max & his team meticulously crafted a digital effect that complemented the live-action footage. The team integrated CGI elements with precision, ensuring that the aura felt like a natural extension of the character’s emotions. Lambda Editor, Darren Jamieson, worked closely with the VFX team to weave these elements into a cohesive narrative, applying a striking grade to create a consistent aesthetic. Drew Simmons of Tigerbear Audio provided the final SFX flourishes to enhance the overall impact of the TV commercial.

VFX Breakdown Courtesy of Max Johnson

The Result

The finished MG TVC was broadcast across the UK from early May, finding its way in to prime time spots in the evening and between England’s Euro 2024 matches. It’s due for a European release at a later date. It was later relaunched as a tie-in with Disney Pixar’s Inside Out 2 as well as appearing in a number of OOH spots in prominent UK locations.

MG Feel Good is a shining example of a well-organised pre-production process, matching the early creative and exceeding the level of quality expected.

If you would like to partner with a commercial production company such as Lambda, please get in touch.