The commercial which illustrates the performance characteristics of Continental tyres as a car races against a runner wearing adidas’ adistar 3’s with ‘Continental Traction Compound Technology’ was shot entirely on green screen.

“With the recent strides in technology, we can now not only produce the fantastical, but also the realistic,” says Masters & Savant Worldwide’s Johannesburg managing director, Roger Smythe. “For a production of this nature, which combines different locations as well as different weather conditions, costs are greatly reduced and safer from a stunt and production point of view.”

For Emil Padia, creative director for Ebony & Ivory, the experience of working with Masters & Savant Worldwide was, “Awesome! From their initial presentation to the overall look and feel of the production, everything was so professional. It was fantastic working with such a strongly-opinionated team who were always in charge. We really appreciated that.”