In “Squeeze,” an elevator, buildings and streets all begin to enclose on the commercial’s hero with the help of set extensions, CG and digital matte painting. The pieces come together in a jenga-like fashion, complete with the subtleties of added moving reflections that provide nuance and depth to their environment. Previsualisation was vital when it came to perspectives that informed production, while Framestore’s CG Artists created several city blocks that didn’t actually exist in the real shoot location.

“We used subtle animations to create a continual feeling of movement and claustrophobia through the varied perspectives of the city,” said Murray Butler, Executive Creative Director at Framestore. “It was interesting to weave this narrative into the more conventional driving shots of the car and a fun creative challenge."