Cupra

Obsession

A Visual Manifestation of Obsession

Obsession is more than a feeling—it’s a state of mind. In this campaign for the new CUPRA Formentor, the world around the protagonist bends to his relentless fixation.

The CUPRA logo isn’t just a symbol, it’s an imprint on his reality, appearing in the most unexpected places—a fleeting shape in the sky, a ripple in water, a crack in glass.

The Ghost Car in Rain

Bringing the invisible CUPRA Formentor to life through rain was a complex balance of technical precision and artistic storytelling. Our R&D process focused on simulating how water interacts with an unseen surface, making the car’s presence subtly perceptible while maintaining realism.

To create the illusion of rain hitting an invisible structure, we designed a particle-based rain system that dynamically adapted to the hidden contours of the car. By refining collision detection and surface tension, we ensured that droplets would break and slide naturally, revealing the shape of the Formentor.

Water Ripple

Subtlety was key in achieving the CUPRA logo ripple effect—a moment where a simple breath transforms a glass of water into a symbol of obsession.

To bring this to life, we first match-moved the glass to the actor’s hand movements with precision, ensuring seamless integration between the CG ripple simulation and the real-world reflections of the boardroom. The challenge was to make the effect feel natural yet intentional, balancing the realism of fluid dynamics with the iconic shape of the CUPRA emblem.

Through careful refraction blending and physically accurate light interactions, we ensured the ripple felt organically tied to the scene while subtly reinforcing the brand’s presence—an obsession that lingers in every detail.

Thunder

To create this effect, we used Houdini to generate procedural curves based on the logo’s geometry, carving them with custom noise patterns to mimic the unpredictable nature of real lightning. The result was a dynamic, animated bolt that felt both natural and otherworldly, pulsing with energy while staying true to the brand’s form.

Glass

In a key moment of the film, a bird strikes the window of a meeting room, leaving behind a fractured imprint—one that subtly forms the CUPRA logo, as seen through the eyes of the obsessed protagonist.

To create this effect, we used voronoi fracture system, enhanced with custom noise patterns, to simulate a realistic glass break while maintaining the controlled geometry of the logo. The challenge was to balance natural chaos and intentional design, making the crack believable yet symbolic.

Reflections, lighting, and fine-detail displacement added realism to the surface, allowing the illusion to sit seamlessly within the live-action environment. A fleeting moment, grounded in reality—yet undeniably shaped by obsession.

ECG

In the hospital scene, as the protagonist regains consciousness, his eyes fix on the ECG monitor—where, for a brief moment, the rhythm of his heartbeat forms the unmistakable CUPRA logo.

We designed a custom ECG animation that mimicked authentic heart rate behavior while subtly weaving in the brand’s shape. Careful attention was paid to timing, pacing, and screen design to ensure the moment felt medically accurate, yet emotionally charged.

This scene became a symbolic turning point—where even the pulse of life itself echoes the obsession that drives the narrative forward. A hidden logo, revealed only to those looking for it.

Credits

Production
Intricate Studio

Directed
Henry Schofield

3D + VFX
Wicked Pixels
Musgo Studio

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