Earth Wind & Tire in Supply & Demand's Experimental Film for Tesla

Supply & Demand director David Holm has created Tesla Motor’s first experimental film promoting the company’s fully electric luxury sedan.

Pacing, sound design and visuals blend together effortlessly in “Tesla: Origins” as we open on an epic journey through space and time. Abstract and beautiful, the compelling film unveils Tesla’s birth from the ether of the universe, arriving on earth to harness the energy of the cosmos and bring electricity to our barren world. 

The birth of a sustainable, powerful energy from the reaches of space to represent Tesla’s sedan vibrated with Holm from the outset: “Tesla is powered by a clean energy source,” says Holm. “I wanted to show it arriving from out of this world with the power and effectiveness of a muscle car – but it’s purely electric. It’s also a design piece, far more stark and bold than regular auto advertising.”

Shot over two days on location at Soggy Dry Lake, California, Holm captured the Tesla’s sleek lines on multiple formats, primarily RED alongside Panasonic’s GH3, while a Canon C300 mounted to the sedan plus an old Russian 16mm hand crank camera secured a cross section of textures to take into post.

Decisive editing from Ben Jordan at Work Post, NYC and sound design by Joe Mount at Wave Studios, London further adds to the final effect – razor sharp cuts matching eerie white-noise blasts and hypnotic percussion. NASA footage from the Cassini satellite also adds a timeless appeal, heightening the film’s surrealistic edge.

Holm has been busy of late under the Supply&Demand banner, directing his second global campaign for Marriott Hotels & Resorts in Istanbul through Grey, NY. The work follows on from last year’s campaign for the brand in Bangkok. Other work of note includes Chase through McGarryBowen, NY and Sharpie through Draft FCB, Chicago – plus a film for Boho-chic hotel The Redbury in Hollywood.

Holm brings years of post experience into the director’s chair, previously working at Superfad, Brand New School and Digital Kitchen before transitioning into directing full time.

“My niche is visual storytelling that uses digital effects in a very organic way,” he explains on his unique visual pallet. “Heavy digital effect can sometimes be soulless. The work has to feel real, emotional and a bit rough around the edges.  It’s about finding the balance, finding the beauty in the roughness of things.” 

Credits

Director: David Holm

DP: David Holm

Editor: Ben Jordan @ Work Post, NYC

Sound Design: Joe Mount @ Wave Studios, London

Executive Producer: Tim Case

Production Company: Supply & Demand