Says director Joseph Kosinski: “Aero X [a concept car, only three exist] is a “green vehicle,” it runs on clean-burning bio-fuel. Therefore, I wanted everything (the architecture, landscapes, environments, etc) to feel pure and untouched.
This was meant to be more of a SAAB brand spot rather than a product-specific ad. Therefore, I wanted to avoid any gimmicks/slogans/taglines and focus on mood rather than specific features. The overall intent was to provide a tantalizing glimpse into the near future.
I approached it more like a music video…a very simple, classic, open narrative focused on establishing a relationship between the car and the girl through a variety of visual juxtapositions (i.e. opening doors vs. folding legs, cutting between girl on her back and car upside down on the road, etc.). I also maintained strict screen direction (girl is always facing left, car is always facing right) until final scene when their images finally merge in the reflection of the glass.”
NEVS is teaming up with Hewlett Packard Enterprise to gear up global electric vehicle production