Cadillac Superbowl XL Commercial "Chrome Couture"SuperBowl.XL.Commercial.[Videoseed.com].(iPod).mp4Plot SummaryCadillac's marketing teams chose to represent the new Escalade as an element of style instead of utility in this chrome heavy commercial. Basically, a fashion show is in progress with anticipation for the new Escalade that finally rises out of a pool of chrome on the runway.The EffectPicture 1: The liquid chrome that the woman rises from is the primary element of attention and the effect throughout the commercial. Picture 2:  The "chrome" drips off the woman's armlet onto her hand. It continues to stay reflective as it drops. Picture 3:  The woman walks on a thin layer of "chrome". Picture 4:  The Cadillac emerges, with "chrome" dripping from the luggage rack. Picture 5:  The front of the Escalade rises from the runway, showing us the grill. Picture 6:  The handle drips "chrome" and a flare from a camera's flash is seen. Picture 7:  The Escalade finally finishes rising and reflects on the runway's "chrome". How We Think it Was DoneWe think that they used a few "layers" to create the effect. Primarily, a layer exists to represent the "chrome". A "keying" dyed liquid with abnormal viscosity was likely used to allow proper placement of the CG liquid chrome. Another layer was used where the audience actually resides. This would allow them to be filmed separately and added into the final output digitally. Finally, a layer was likely used that contained the physical Escalade and model. Picture 1 was likely created by filming the actress first and then applying a CG chrome onto her. In this still, the woman was most likely green screened into the scene. The chrome can be seen to unnaturally drip down her side. Her "reflection" looks to simply be mirrored and distorted with the waves and does not look natural. Picture 2 was done by keying the colored dye and replaceing it with the liquid chrome. Picture 3 looks like the actress walked on a thin layer of the dyed substance. When the video is running, it can be seen that she decelerates as she steps on the liquid, which explains why it does not splash. Picture 4 and 6 follow the same procedure as Picture 3, as can be seen from the dripping liquid from the rackand the handle. However, Picture 6 looks to have a computer generated lens flare. Picture 5 could have been done by physically raising an Escalade (or simply translating it in software) and using a vanishing edge with the liquid to make it look like the Escalade was rising from the chrome. Again, the dyed liquid is replaced with the CG chrome. Finally, Picture 7 could simply have been done by placing a layer where the liquid chrome resides and mirroring the escalade (it is reflected on the plane of the chrome). Since the actual reflection does not take up much screen space, imperfections are not noticeable. How It Was Actually DoneWe were not able to find a "making of" of this commercial.Alternate Ways of Doing the EffectSince this commercial was done digitally, very little using current technology is needed. They could, however, simply buy a lot of liquid mercury and actually reenact the scene using real liquid.In addition, the liquid itself could completely be CG and the scene was duplicated in a 3D world. The liquid was then placed into the actual footage to create the final effect. How This Applies to Our ProjectThe use of color and surreal effect applies to our project directly.
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