Omaze
boredom’s nightmare
Creative, Production, Post
american muscle and its wildest dream
Omaze knew it was “go big or go home” when they acquired a ‘69 Pontiac GTO: the pioneer of American muscle. Seeking a campaign built for virality, Omaze put NativeFour in the driver’s seat, entrusting us with full creative control to capture the iconic car in its true glory.
hero spot
Pushing the cars to its limits with a precision stunt driver, the “Boredom’s Nightmare” hero spot entices viewers’ wildest imagination, showing a glimpse of the thrill they could experience if they signed-up for a chance to win the giveaway.
The spot was shot on location in the iconic LA River, home to classic films like Grease, Drive, and Gone in 60 Seconds.
awards
Shortly after the campaign’s debut, the “Boredom’s Nightmare” hero spot received a prestigious AICP Post Award, which we share with our partners at Company 3 LA and Senior Colorist Matt Osborne.
Press
Upon the campaign’s release, director Cameron Thuman and producer Dilan Mistry were invited on the cult-favorite Cars & Comedy Show to share a behind-the-scenes look at the making of the spot.
Sound design
With rhythmic sequences of changing gears, revving the engine, and tuning the radio, we had plenty of room to play with punchy, textural design. Moments of intense engine revs and burnouts emphasize the vicious power of the car, but these are tempered with breaths of quiet: the car slowly drifting through water or zooming by in the distance. The dynamic edit helps ensure every beat of sound design punches through hard when it needs to, and pulls back to give viewers a moment of reprieve before the action continues.
Defacto Sound
Photography
The campaign’s hero photography was inspired by Americana culture, period correct to the golden age of American muscle.
Pre-roll
When developing assets for paid media placements, Omaze combined our principal footage alongside another cultural icon: Mötley Crüe. The pre-roll spot targeted an audience who grew up with the ‘69 Pontiac GTO as a “poster on the wall.”