Citroën C4 Transformer Dance

Wow. TV ads have been good recently. The Honda Diesel Hate Something Change Something ad was a fantastic piece of psychedellic animation, and now the marketing bods at Citroën have come up the Transformer Dance for the new C4.

Basically there's a nice shiny new Citroën C4, and all of a sudden it turns into a Transformer (Robots in disguise) and does a funky dance. Incredible.

So who's the guy in the suit, huh?

Actually it's Justin Timberlake's choreographer, Marty Kudelka. And that's no suit, that's a 100% CGi robot, acurately laser-scanned from a brand new Citroën C4 and pain-stakingly modelled in 3D over two months.

The 30 second TV ad was dreamt up by the Citroën creative team's London office, produced by Spy Films in Toronto, with animation by the Embassy vfx house in Vancouver and set to the tune of "Jacques Your Body (make me sweat)" - Les Rythmes Digitales.

Marty Kudelka did 30 takes of his dance, with motion sensors on his body (See picture inset) and one was used to make the car Dance!

“It was certainly an unusual challenge. I tried to imagine myself as a robot with mechanical movements to capture how it would realistically move, which parts would bend and overlap, and then simply let myself go. Effectively, I became a transformer, listened to the music and let the dance flow,” said Mr Kudelka.

'Nuff said.

2004/11/24 - Looking for the C4 Citroen TV ad? See it here