So far, the creators of automotive adverts and campaigns that contained cars were in need of a physical car. They were usually limited by its availability and subsequent model revisions – the location, time and footage quickly becoming irrelevant. Not to mention the times when a car in question crashed, either intentionally or not. London-based visual effects agency The Mill, in cooperation with JemFx, Performance Filmworks and Keslow, spent two years developing a solution to all this – a truly flexible tool which might revolutionize the automotive advertising: The Mill BLACKBIRD.

This oddly shaped and prototype-looking car rig could become a star of not just adverts, but also film. Its size, appearance and even driving characteristics can be changed and truly mimic any car on the planet. The Mill BLACKBIRD is fully flexible and can adjust its wheelbase by up to 4 feet and its track by 10 inches, not to mention its ability to alter its suspension settings at the same time.

The Blackbird was unveiled at the 2016 Cannes Lions Festival and secured the Gold Innovation award. Its electric motor can adapt to stimulate the performance of any car engine on the market, and the only visible non-CGI part of the car – the wheels – can be easily swapped; with universal fitting available for all manufacturers.

The Blackbird can capture high quality footage and thus produce a virtual environment with a combination of laser scanning and 3D cameras. The footage can then be used to produce AR or VR experiences.

Credits:
The Mill
International EVP: Alistair Thompson
Chief Creative Officer, The Mill NY: Angus Kneale
Executive Creative Director, The Mill NY: Ben Smith