In a new campaign, Lyft sets itself apart as the most fun-loving, customer-focused app in the ride-sharing business. Four new commercials feature a dark and dubious “Ride Corp” office, a sharp contrast to the happy Lyft atmosphere seen through secret surveillance screens. The Ride Corp team is at a loss when they realize Lyft offers users amenities like an average pickup time of three minutes, in-app tipping abilities and the best selection of five-star drivers. Lyft’s rivals rack their brains for creative ways to off the competition and hilarity ensues. MPC handled post-production on the project, collaborating with Boulder-based agency Made Movement and award-winning comedy director Wayne McClammy of hungry man.
Under Rob Hodgson’s creative direction, Mark Holden oversaw the project’s VFX and Jonathan Ficcadenti led the charge on 2D graphics. Working with Made Movement and frequent collaborator McClammy, Hodgson said, “Wayne worked through the multiple scripts allowing the actors the freedom in ad-libbing—and shot three cameras simultaneously for flexibility in editing.”
MPC complemented a great script from the agency and amazing performances from the actors. Hodgson added, “This was visual effects in a supporting role, the writing and performances are what the spots are all about. Anything more complex on the screen may have become a distraction.”
Hodgson explained that the project originally intended to incorporate more complex VFX. “We had discussed graphic devices for the monitors—facial recognition graphics, X-ray effect on cars with its riders; but during shooting it became clear that the graphics would become cleaner, simpler devices in deference to the stellar performances of the three characters in the campaign.”