Tapping into our childhood fascination with trains, Norfolk Southern: City of Possibilities, presents railroad shipping in a new light. As one of the nation’s largest commercial train companies, Norfolk Southern required something special for their new ad campaign. Turning to RP3 Agency and The Mill, the collaboration produced an imaginative way to showcase rail shipping as a powerful force for economic growth.
Produced, designed and directed entirely by The Mill NY, Directors, Angus Kneale and Ben Smith, did extensive research into the world of rail freight and spent time on the ground in Roanoke, Virginia a major hub for Norfolk Southern. In addition, Mill Artists created extensive storyboards, character design and Pre-Viz prior to the shoot.
Veteran Director of Photography, Bill Pope was brought in for his expertise in shooting miniatures on Team America, and his VFX experience on The Matrix trilogy and Men in Black 3 was an added bonus. The set was built at Steiner Studios in New York and was built 5 feet off the ground in a modular approach that allowed sections of the floor to be removed in order to get the camera into “toy perspective”. All of the featured characters were created digitally and custom designed by the Mill design team lead by Tim Haldeen and the 3D animation team, lead by Chris Bernier, spent months creating and breathing life into all of the toys seen in the final piece.