Dacia x Mathematic – The Hipster Concept in a 3D Universe Inspired by Mechas
At first glance, the Dacia car brand and Mechas seem to be worlds apart. Yet, the two universes blend perfectly in this new commercial directed by Quentin Deronzier, with Mathematic handling post-production.
To present its Hipster concept, Dacia partnered with Publicis Conseil and delivered a stunning 3D animation built around a simple claim:
Small, built like a giant
- Quentin Deronzier
- Publicis Conseil
Inspired by the giant Japanese robot construction hangars — the mechas — the 3D setting of the factory created for this ad is full of detail. The camera angles and their movements around pivot points are perfectly executed, reinforcing the sense of monumental scale.
Modelers, riggers, animators… everyone must have had a blast working on this project that seems to resonate with an entire generation!
This atmosphere nostalgically reminds me of the titanic mechanical infrastructures found in works like Evangelion, with endless industrial architectures and massive robotic elevators that seemed to stretch out into infinity.
Dacia’s art direction clearly embraces its love for science fiction. The Dacia Manifesto had already set the tone — and I can’t wait to see a real model inspired by these concepts hit the road!
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About the author
I am the Founder of Mattrunks.
I work as Creative Director and Motion Designer in my studio. I also create video tutorials to share my passion of motion.