Lambda Films & M3 Agency partner to bring the Feel Good to the new MG3 Hybrid+ TV commercial, a vibrant campaign celebrating MG Motor UK’s centenary.
Video Production Service: TVC & Commercial Production
The Brief
M3.agency has a well-established relationship with MG Motor UK, and their vision for the MG3 Hybrid+ campaign was both refreshing and challenging. The concept highlighted the emotional experience of driving the MG3 Hybrid+, moving beyond the typical focus on technical features. The idea was to make the car itself the principal character, delivering a unique perspective on what it means to drive this vehicle.
The brief called for a dazzling combination of live action footage, and a CG aura to represent the eponymous ‘Feel Good’. Commercial Production Company, Lambda Films, responded with a clear understanding of the characterful nature of our lead actor, the car itself and the final VFX – a vibrant, organic composite that needed to capture the excitement and emotional connection of driving the MG3 Hybrid+.
Production
Leveraging our in-house model of production and core video production services, Lambda Films tightly controlled the finer technical and creative details of the commercial.
- We produced detailed storyboards and a working animatic to help pace the final production.
- Cast, crew, locations and wardrobe were sourced and secured.
- Locations were scouted and the filmed elements were blocked well in advance of the shoot.
- Lambda Films fielded our Director, Producer, Director of Photography and DIT for the location filming.
- The post-production team edited & graded the footage, compositing it with the final VFX, music & SFX.
The crew were ably supported by a number of talented freelancers and specialists, including Bickers Action for the car to car filming.
VFX
One of the most exciting aspects of this project was bringing the “Feel Good” Aura to life. We collaborated closely with Max Johnson and his VFX team, who did a phenomenal job in making the Aura feel like an organic, living entity. This element was crucial in visualising the emotional experience of driving the MG3 Hybrid+, reacting dynamically to its environment and creating a sense of excitement and personality.
To see the full behind-the-scenes breakdown of MG Feel Good, read How We Made A Car Commercial on our blog.
