FILFURY Directs 'I Am Ghost' for Rolls-Royce
Working with Daughter.Studio, Mill+ created this stylish spot for Rolls Royce which cleverly encapsulates the lifestyle which comes with purchasing the latest 'Ghost' model.
The slick spot moves seamlessly from one image to the next using clever geometric based design to depict various aspects of a highly desirable lifestyle, personifying the 'ghost' or essence of the car and its owner.
This Mill+ team were on hand from the initial treatment and previz stage, though to production and post to ensure the piece was finished to the highest quality, matching the polished look of the Rolls Royce model itself.
Mill+ Director FILFURY explains, 'This was a dream project to work on - design elegance, routed in geometric form, symmetry and simplicity. This was the story of 'I AM GHOST'. I had an incredible team helping me bring my vision to life, backed up by the trust from Daughter.Studio.
The result is a dark sophisticated image palette with rim lit form. This was design lead, sexy and cool. Confident mark making through a beautiful celebration of the Ghost form. This isn’t design for design sake however, there is substance and storytelling.
My approach (as always) was graphic and abstract. I wanted to play with the curvature of the vehicle, its lines, textures, features and build. Then marry these design attributes with a beautiful graphic language inspired by the world of our Ghost owner.
In essence this is a day in the life of our Ghost owner, but much more abstract. Matching vehicle form with architecture, objects, motion and nature. All breathtakingly elegant and purposeful. My desire was to hint at luxurious, functional design found within our owner’s life, and do this through a palette of clever reveals and transitions.
I wanted something textural and emotive, not the normal approach to a car commercial. I was thinking title sequence beauty, seamless transitioning moments of wonder, more music promo and fashion film.'
