The newest blockbuster-sized spot for Taco Bell out of Deutsch, directed by James Gray of Superprime, brings together the world’s most brilliant minds to find the suddenly missing Nacho Fries, which have disappeared into another dimension. James Marsden, of HBO’s Westworld, plays an unlikely hero - taking on the challenge to risk his life and everything he loves to bring the cheesy, crispy deliciousness back to the good people of Earth.
Framestore’s team, led by Executive Creative Director Aron Hjartarson, took on the cinematic spot, infusing it with a classic VFX blockbuster aesthetic. Diving headlong into the fantastical nature of the story, the team fully embraced the parody of the spot. It was important to ensure that despite their outlandish nature, the visual elements served the narrative and conveyed the concept of a wormhole and interdimensional travel through persistent visual cues. Using fun, retro influenced VFX, Framestore amplified the drama while also playing up the outrageousness of the scenario.
When we needed to send our story’s hero through a wormhole into another dimension, we knew exactly who we needed for the job. With Framestore’s history of creating realistic – and arguably scientifically feasible – space visuals, we were in the best hand.Jeremiah Wassom - Creative Director, Deutsch
In addition to creating the spaceship that launches Marsden into the depths of space, the team designed and executed a fully CG wormhole sequence, as well as building the final CG nacho fry floating through space in the final title shot.