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Archive for March, 2006

Baraka Completes Post Production For Sewn by The Feeling

Posted by admin On March - 31 - 2006

Baraka Post Production completed the post production on the exciting new debut music video for Sewn by The Feeling directed by talented Director, Caswell Coggins from Draw Pictures.

The treatment called for the lead singer to be literally sewn and stitched up by long living threads that have an ominous life of their own. The sinister animated threads were created by a mixture of 3D effects at Baraka with the rest of the film shot in-camera.

The effects that were shot in camera were created by wrapping many threads around the singers’s bodies and then pulling the threads slowly away. When the shot is reversed, this gives the effect that the threads are engulfing the singer. However, if you play a shot backwards of someone singing, they sing backwards! So Baraka came up with the method of “digitally decapitating” the singer, replacing his backwards-singing head from a reversed take, with a forwards singing version from a different take. The result is completely seamless.

The 3D threads that appear out of the arm of a sofa in the video, were created in Maya by Baraka Head of 3D, Aleksandar Stiglic. The disturbing threads burrow into the sleeve of the singer jacket and we then follow the thread as it crawls under the skin onto his hand, up to his neck and eventually cleverly sewing his lips together.

Marks placed on the singers face and neck were used as a map for tracking the 3D areas as well as for replacing his mouth in the final pull-out revealing the entire band sewn up in threads.

The ‘under-the-skin’ effects which portray threads moving like veins underneath the singer skin were also created by talented Online Editor at Baraka, Eliot Milbourn using Mistika. ‘I used Mistika throughout this project for shot stabilisation, tracking mark removal, compositing the 3D threads, head replacement as well as film dirt removal.’ Explains Eliot Milbourn at Baraka. The main grade was done in Telecine and Mistika was used to master the grade in certain shots and add vignettes, false shadows and vignettes.

The music video is now airing on MTV and featuring on T4 and many other channels.


CREDITS:

Post production company: Baraka Post Production
Online Editors at Baraka: Eliot Milbourn
3D Special Effects: Aleksandar Stiglic
Production Company: Draw Pictures www.drawpictures.co.uk
Director: Caswell Coggins
Producer: Draw Pictures

About Baraka
Baraka Post Production Ltd is one of Soho’s leading visual post-production boutique-style facilities specialising in visual effects for high end and prestigious Commercials, Broadcast, Idents, Feature Film, Programmes, Promotions and Music Video projects. Baraka is made up of an accomplished and dedicated creative team of 3D animators, offline editors, producers, designers and online creatives accredited with a host of high profile projects to their name, across a broad range of production disciplines. Two enthusiastic and passionate senior editors, Chris Gilbert from MPC and David Cox from The Mill, founded Baraka almost 10 years ago, with over 30 years of postproduction experience between them. They have been the formidable force behind the company ongoing success within its competitive arena moulding it to what it is today. Baraka prides itself as a post facility offering an exceptional service that is professional, cutting edge and high quality within a warm, comfortable and friendly environment with the client needs in mind. Baraka boasts an array of impressive projects which can be viewed on the website at www.baraka.co.uk

Baraka turns 10 years old this year, 2006 is Baraka tenth year celebrating the company success and achievements.

For more information visit www.Baraka.co.uk.

Popularity: 3% [?]

Being Hit Over the Head by Jenna Jameson

Posted by admin On March - 31 - 2006

Jenna Jameson flexes her muscles as never before as a mallet wheeling, white clad, arcade obsessed femme-fatale in this viral spot for Adidas.

Conceived, directed and animated by NYC creative collective Tronic this spot gives a whole new meaning to being hit over the head.”

Watch her ‘hitting’ here.

Popularity: 2% [?]

Radium Creates Product People Party For Target

Posted by admin On March - 30 - 2006

Production house Radium lent its CG and visual effects expertise to create a high energy street-party themed spot for Target – a client of Peterson Milla Hooks, Minneapolis.

Directed by Spaz Williams, with Radium Creative Director Jonathan Keeton, the spot features Target store products that merge with each other to form dancing party people. ‘Product People, is the first in a series of Target spots Radium will produce this year with Peterson Milla Hooks. It makes its debut on April 2.

Lead Artist and Head of CG, Aladino Debert, says, ‘Stylistically, we wanted it to feel like ?‚àö√ë‚àö‚â§Rent’s in outer space ?‚àö√ë‚àö¬® colorful, energetic and theatrical, with each character having a distinctive personality. It a rich concept that opens up all sorts of possibilities for other spots for the client,’ he adds. Created entirely in CG, the camera moves fluidly through the various rooms of an apartment to reveal, in a series of fast edits, Target ‘Product People’ dancing at a party.

A second version of the same spot was also produced for the SuperTarget stores, with the additional ?‚àö√ë‚àö‚â§product people,’s such as Carmen Cucumber and a Waffle Man.

Techniques
One of the first steps in the process was to film live action dancers performing moves to a rudimentary beat track, later developed into a full music track by Ten Music. The dance moves were choreographed by Travis Payne, who is experienced in music videos and motion capture.

This footage was edited into a rough-cut embodying the arc of the story, giving the client and agency a solid feel for the look of the final product. It also gave Radium team of CG artists a wealth of motion capture data to draw on for their animation.

Individual Target store products – crackers, hardware, cosmetics, grocery items, sports gear -?‚àö√ë‚àö¬® are used to make up the ‘product people.’ ‘We wanted the product components that made up the characters to look like real products,’ says Debert. The products were first photographed under studio lighting, to enhance their natural color and texture, giving them a ‘photo real’ quality and retail appeal that would be retained in the CG environment.

The way the products formed into distinct characters also needed to have visual integrity. ‘It was important that the products ‘interacted’ and formed into characters in a logical way – not just by flying through the air and randomly merging. We wanted the animation to be highly articulated and build the visual richness of the spot,’ Keeton explains.

Design
Using set design drawings, Radium artists then built the various apartment interiors in CG – kitchen, bathroom, bedroom and hallway. Target signature red and white color palette is used throughout for brand recognition. The street and exterior of a big red apartment building is revealed in the closing shot. ‘Visually, the idea was to convey a ‘theatrical’ cyclorama. We wanted the apartment block at the end to look like a ?‚àö√ë‚àö‚â§real’s building, but part of a theatrical set at the same time,’ according to Jonathan Keeton.

About Radium

Founded in 1996 by Creative Directors/Visual Effects Directors Jonathan Keeton and Simon Mowbray, Radium brings innovative and inventive solutions to production and post-production. The San Francisco and Los Angeles studios work in tandem on projects, with comprehensive compositing, CG, editor and design divisions inhouse. Comprised of the leading talents in the industry, Radium is home to a talented pool of artists with a diversity of background experience, with the ability to work in mediums including broadcast, film, television, live action and design.
www.radium.com

Production Credits

Client: Target
Title: ‘Product People’
Air Date: April 2, 2006

Agency: Peterson Milla Hooks, Minneapolis, MN

Creative Director: Dave Peterson
Art director: Bethany Nagy
Agency producer: Gary Tassone

Production company: Radium, San Francisco & Los Angeles, CA
Creative Director/President: Jonathan Keeton
Executive Producer: Jeff Blodgett
Director: Spaz Williams
Lead Artist, CG: Aladino Debert
Producer: Donna Langston
Editor: Alan Chimenti, Radium

Music house: Ten Music, Santa Monica, CA

Choreography, MSA, Hollywood

Motion Capture, House of Moves, Los Angeles, CA

Set Designs: Jet Sets, North Hollywood, CA

Product Photography: Jeff Li Photography, Los Angeles, CA

Illustrator/Concept Artist: Cliff Iwai

Popularity: 2% [?]

Fluid’s Bruce Ashley Edits In The Sun

Posted by admin On March - 30 - 2006

‘I picture you in the sun wondering what went wrong
And falling down on your knees asking for sympathy
And being caught in between all you wish for and all you’sve seen And trying to find anything you can feel that you can believe in’

To raise awareness of the challenges that Hurricane Katrina survivors are still facing, and to raise dollars to help them in their plight now that the headlines have faded, Michael Stipe, lead singer for R.E.M., and one of alternative rock’s most innovative and respected pioneers, has recorded a half dozen versions of In The Sun, available for download at iTunes, with friends including Chris Martin from Coldplay, Joseph Arthur, who penned the powerful anthemic ballad, James Iha formerly of The Smashing Pumpkins, will.i.am of The Black Eyed Peas, and Justin Timberlake.

In addition to the recordings, Stipe efforts will receive worldwide exposure through a 15-minute film, In The Sun: Michael Stipe and Special Guests, that will premiere on the Sundance Channel Monday, April 3, at 9:00PM, and will repeat numerous times throughout the month. A 40-minute version of the program is also slated to air on the Sundance Channel at a future date.

The 15-minute documentary short version of In The Sun: Michael Stipe and Special Guests is the story of a song, the story of a region, and the story our ability as a community to care for our own. This film focuses on the musicians, the tune, and the genesis of the project. Much of the narrative features interviews with Michael Stipe, Joseph Arthur, James Iha, Chris Martin, will.i.am, historian Douglas Brinkley, hurricane survivors and volunteers helping with the recovery efforts, and chronicles the current state of devastation along the Gulf Coast.

The longer version delves deeper and paints, in greater detail, a portrait of the people of the Gulf Region, their experiences with the storm and its aftermath, and their continuing need for help.

Director and acclaimed rock photographer Danny Clinch, of Three On The Tree Productions (New York, NY), wanted Fluid Bruce Ashley to cut this new documentary. The two had recently collaborated on Bruce Springsteen Grammy-nominated Devils & Dust (Columbia Records) DualDisc DVD, which featured the first live performances of Devils & Dust material, each with Springsteen’s extensive, personal introductions.

Clinch has a signature look and the grittiness, the graininess of the images he captured with his Super 8 and Panasonic DVX100 cameras poignantly communicate the incomprehensible suffering endured by those whose lives were decimated by Katrina.

The subjects of the documentary tell their stories and, while painting a bleak picture of the current status of the rehabilitation of their communities, they each express hope for the rebuilding of the area, their lives and their futures.

‘For me, part of the challenge was to stylistically preserve Danny look while conveying both the why and how of the project origins and, at the same time, weaving together a cohesive and compelling story about the people, their experiences and the politics of the situation,’ explained Fluid Editor Bruce Ashley.

‘It wasn’st until I saw the footage that I had any idea how total was the devastation in the area. I had over 20 hours of interview footage plus ‘b-roll’ shot on 24p video and other b-roll footage and textual elements shot on Super 8. We created a ‘content bed’ that consisted of the sound bites and interviews strung together and then edited down the superfluous material. The interviewers were provided a series of questions that were asked of each interviewee so I was able to group topics together and work on the creative structure until there was a dramatic arc. The trick was finding transitions. I had to dig out various sound bites that helped to create a transition, or employed a musical device with relevant footage, allowing breathing room from one topic to another, creating natural segues. I took great pains with the storytelling and pacing. The transitions were helpful, as were the lingering shots. Although no film can convey the breadth and depth of Katrina wrath, I think In The Sun will help the viewer better understand the scope of this disaster,’ continued Ashley. ‘Although we were asked to initially deliver a 15 to 20 minute version for Sundance, the footage was so compelling and so rich that we were able to create a longer and significantly more poignant version, highlighting the plight of the people. For me the 40- minute version does the most justice to the situation, the people and the cause. It is well worth watching,” he concluded.

Director Danny Clinch said of his experience working with Bruce Ashley, ‘Bruce is a great storyteller. He crafted the individual stories, putting you in the shoes of each of the interviewees, allowing you to see from their perspective, making you care for each of them. I think sometimes when people see Super 8 footage it almost reminds them of their home movies and somehow makes what you are witnessing more real. To convey the extent of the continuing problem in the Gulf communities, we let some of the footage roll on and on and on so the viewer could get a sense of the vastness of the destruction. In the end, I think the viewer genuinely cares and understands that by downloading the various In The Sun recordings he or she can contribute and make a difference in the lives of those battered by Katrina.’

cYclops LLC Producer Sheri Howell added, ‘This is the first time I’sve worked with Bruce and I found him to be an unbelievably intuitive editor, he sees and hears everything uniquely and completely, so his choice of music and words against visuals is wonderful. In addition, Fluid was an unbelievably pleasant place to work.’

‘This documentary is really terrific. Very powerful, emotional, compelling. It skillfully weaves the story of the destruction with the artistic impulse and process, and avoids all possible pitfalls in doing so. It just masterful,’ added the project Executive Producer Bertis Downs.

In The Sun: Michael Stipe and Special Guests is a co-production of cYclops LLC (New York, NY) and Three On The Tree Productions (New York, NY) in association with the Sundance Channel. The documentary was directed by Danny Clinch (Three On The Tree Productions); produced by Michael Stipe (R.E.M.) and Sheri Howell (cYclops LLC); executive produced by Bertis Downs (R.E.M. Athens) and Mike Jurkovac and Venus Brown (cYclops LLC). The documentaries were created for Stipe In The Sun Foundation.

Charlex (New York, NY) and Creative Director Alex Weil, Designer Jeff Stevens and Producer Nicole Martin created the title sequence and credits.

Company 3 (Santa Monica, CA) and Colorist John Zaik, Producer Kim Graville and Executive Producer Missy Papageorge were responsible for the color-correction.

Video Box Studios (Los Angeles, CA) provided the online services for the two documentaries with the help of Owner/Editor Justin Hixon, Owner Jeff Hixon, Online Post Supervisor Erick Henson and Audio Mixer David Becker. Independent editor Chris Jones provided some additional editorial on the 15-minute version of the documentary at Video Box as well.

Additional music was contributed by Daniel Lanois (courtesy of Epitaph Records), Joseph Arthur and composer/screenwriter/musician Rob Williamson.

About Fluid

Fluid, the New York-based, award-winning music and editorial studio, is headquartered at 532 Broadway, 5th floor, New York, NY 10012; phone (212) 431-4342; fax (212) 431-6525. Visit the FLUID website at www.fluidny.com. For more information, or to see a reel, contact Jessica Millington.

Popularity: 3% [?]

WhoDoo EFX Talks To The Animals in Failure To Launch

Posted by admin On March - 30 - 2006

WhoDoo EFX has designed, created and produced over 70 digital visual effects for Paramount Pictures’s romantic comedy ‘Failure to Launch,’ which stars Sarah Jessica Parker and Matthew McConaughey, now in theaters. The company client for the project was Kim Locascio, Vice President, Visual Effects, for Paramount Pictures, and Leslie Converse, Visual Effects Producer for the film. WhoDoo president/Visual Effects Supervisor Helena Packer and Executive Producer Mark Ritcheson made the announcement.

WhoDoo digital contributions to ‘Failure to Launch’ play a significant role within the film storyline. McConaughey plays a thirty-something man who has never been able to leave his parent house, while Parker plays the beautiful woman his parents hire to lure him away. McConaughey character, during the course of the film, seems to have inexplicably ‘weird’ relations with wild animals ?‚àö√ë‚àö¬® including dolphins, chipmunks, lizards, and mockingbirds ?‚àö√ë‚àö¬® attacking him. WhoDoo EFX developed and produced these animals digitally, so they could interact with McConaughey in highly amusing sequences.

Packer, as visual effects supervisor, coordinated the efforts of two teams of top digital animators and compositors including Marla Carter and Janice Lee. Paul Taglienetti was the visual effects producer for WhoDoo EFX. Amalgamated Dynamics, Inc., created several of the animal puppets for the film, which were incorporated into digital effects shots produced by WhoDoo. Walt Conti Edge Innovations created the animatronic dolphins.

Said Leslie Converse, Visual Effects Producer, ‘I worked with WhoDoo EFX on ?‚àö√ë‚àö‚â§Stepford Wives,’s and enjoyed them immensely. We selected them for ?‚àö√ë‚àö‚â§Failure to Launch’s since we knew their work would be first-rate. In the film, there is a running joke about sweet animals continually attacking Matthew character. We needed to creatively combine digital effects with puppets for some of the creatures, while others were completely CG. WhoDoo made the digital creatures spectacularly come to life, and I’sm sure movie-goers will be highly amused by the ferocious chipmunk scene!’

Added Helena Packer, ‘We had developed a great relationship with producer Scott Rudin and Leslie Converse at Paramount while working together on ?‚àö√ë‚àö‚â§The Stepford Wives,’s so when they needed character animation effects, they came to us. Our assignment with the new film was to produce a series of amusing character animation sequences involving various animals that interact with Matthew and other actors in the film. These sequences play an integral role in the storyline. The challenge was in maintaining a sense of reality with our digital animals as they interact with humans, since we were depicting them in situations animals normally would never find themselves in. For example, mockingbirds don’st usually get mouth-to-mouth resuscitation, and dolphins don’st usually bite people!’

Paramount Pictures Presents a Scott Rudin/Aversano Films production, a Tom Dey film, ‘Failure to Launch.’ Directed by Tom Dey, the film is written by Tom J. Astle & Matt Ember. Scott Rudin and Scott Aversano are the producers. Ron Bozman is executive producer. The film stars Matthew McConaughey, Sarah Jessica Parker, Zooey Deschanel, Justin Bartha, Bradley Cooper, Terry Bradshaw, and Kathy Bates. The film is rated PG-13 for sexual content, some nudity & language.


About Paramount Pictures:

Paramount Pictures is part of the entertainment operations of Viacom Inc., one of the leading global entertainment content companies, with prominent and respected brands in focused demographics across virtually all media.

About WhoDoo EFX:
Founded in l999, WhoDoo EFX provides a creative environment in which clients and artists alike can work together to develop new and exciting visual effects for a wide range of projects. The company is comprised of a pool of highly successful and award winning professionals. Helena Packer, who founded WhoDoo EFX, and Mark Ritcheson, who joined in 2000, are the co-owners of the company. Collectively, the duo and their team have garnered numerous major industry awards, contributing unique and acclaimed visual effects to dozens of feature films, episodic TV series, commercials, and music videos.

WhoDoo EFX is located at 1335 Fourth Street, Suite # 200, Santa Monica, CA, 90401. The phone is 310/899-1314 and the web is www.whodooefx.com.

Popularity: 3% [?]

Loyalkaspar Helps Launch LIME Healthy Living with a Twist

Posted by admin On March - 30 - 2006

Lush, visually evocative images of natural elements form the basis of Loyalkaspar comprehensive creative brand launch for LIME ?Äì Healthy Living with Twist, the new lifestyle brand with a fresh perspective on healthy living, including content related to wellness, sustainability and personal growth. The multi-platform brand extends beyond television to include Sirius Satellite Radio, online at lime.com, on-demand and on mobile phones. LIME is led by media veteran CEO C.J. Kettler, and backed by AOL co-founder Steve Case and his company, Revolution Living.

‘LIME is a new entity, so the brand essence needed to be put into a visual style,’ said Kettler. ‘We were particularly focused on developing a brand look and feel that would not only translate across multiple platforms ?‚àö√ë‚àö¬® from TV, to web, to mobile and on demand, but also integrate a very organic, hand drawn emotional connection to the brand.’

To create the brand look, Loyalkaspar began the process by focusing on some of the ?‚àö√ë‚àö‚â§big picture’s topics that drive LIME unique content ?‚àö√ë‚àö¬® such as ‘Health,’ ‘Planet,’ ‘Balance,’ ‘Motion’ and ‘Food’ ?‚àö√ë‚àö¬® and from there designed a visual style that cleverly reinforces those broad ideas by giving them both depth and context.

‘We felt strongly that the look needed to be very human, tactile, environmental and approachable,’ said Beat Baudenbacher, Loyalkaspar co-founder/director, ‘and to LIME credit they let us do what we do best ?‚àö√ë‚àö¬® create something that both communicates and is fun to look at. Something that not just another corporate TV package.’

For example, ‘Balance’ features live action (all shot on 35 mm film) of a loving couple intimately interacting at home. Around them delicate animated elements swirl and float upwards representing the emotional and spiritual connection between them. For the ‘Beyond’ ID, Loyalkaspar took a more mystical approach with the live action. A woman is captured in a very private setting, preparing for a bath. A henna-art inspired tattoo animates across her naked back and drifts toward a nighttime sky, forming a constellation that then transitions into a woman in a lotus yoga position.

‘LIME is not your standard TV network,’ said David Herbruck, Loyalkaspar co-founder/director. ‘It a multi-platform brand with extensions in every new media. The real challenge was to find a way to organize everything in a way that made sense to such a broad target without allowing the information design to overwhelm the brand. Above all else, LIME is about people and a welcoming, non-elitist lifestyle.’

To that end Loyalkaspar not only created the vibrant on-air IDs, but also an array of menus, promos, lower-thirds and logo treatments that are incorporated not only on the broadcast channel but throughout all of its content platforms.

Complementing the visuals is the originally composed music by Greg Smith of Kick Music, Los Angeles, who first developed the audio mnemonic for the brand in general, and then struck the perfect tone for the IDs and promo elements with a combination of acoustic instrumentation and organic and natural sounds arranged into melodic orchestrations.

About LIME
LIME?Ñ¢ (www.lime.com) is a multimedia lifestyle brand with multiple platforms devoted to delivering entertaining and insightful content to the growing worldwide community focused on leading a healthier, greener, and more balanced lifestyle. LIME is currently available on Television, Sirius Satellite Radio channel 114, on demand with cable providers nationally, on mobile phones and at lime.com. LIME is owned by Revolution Living LLC and is headquartered in New York City.

About Loyalkaspar:
Recognizing that the process is often more rewarding than the end result is just one of the ways design house Loyalkaspar distinguishes itself from the creative herd. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network producers as a creative hub where daring creative and innovative execution intersect.

For more information visit www.loyalkaspar.com.

Creative Credits:
Client: Lime
Project: Network Identity Launch

Production/Design: Loyalkaspar, New York
Director: Loyalkaspar
DP: Andrew Turman

Music: Kick Music, Los Angeles
Composer: Greg Smith

Popularity: 2% [?]

Sharvonique Renee Fortune of Sharvonique Studios, an independent animation studio based in the Washington, DC area, is producing an Anime music video for INTO DARKNESS, an alternative rock/metal song created by UK band Eternal Descent.

‘The music video is being made to bring the characters and story narrated in the song to life, and to give the music a whole new level of depth and entertainment value by not simply implying a story, but allowing fans to see it for themselves,’ explains Llexi Leon, musician and founder of Eternal Descent.

The lyrics and musical effects of INTO DARKNESS will be depicted through the unfolding story of Lyra and Sirian, two animated characters who will be introduced in the video. The animation will have a slick, urban feel and will feature a hard-hitting Anime aesthetic. According to Sharvonique, ‘The INTO DARKNESS music video will grab people attention with its powerful music and cutting edge visuals. The finished result should be amazing.’

Sharvonique will work remotely from the US with UK-based Eternal Descent to complete the animation, and will be responsible for the entire production of the video, from character designs to animation to directing. ‘Sharvonique was hired because of a willingness to work with new ideas and approaches. Her previous work was quirky and original without any one set style. She was also very well informed about all the films and Anime that had inspired me to create these characters and this video,’ states Leon.

To bring the music video to life, Sharvonique intends to take a completely digital approach. The characters will be constructed and animated in Flash using both symbols and frame-by-frame animation. The Flash scenes will then be composited in After Effects, where visual effects, dynamic camera movements, and backgrounds will be added. ‘I am going to utilize 2.5D animation to its fullest,’ reveals Sharvonique, ‘in which I will combine 2D elements with 3D depth and realism. This technique will allow the animation to mirror the same tone and mood of the song.’

Eternal Descent twelve track album goes on sale August 2006. Described as ‘an urban gothic fantasy,’ the music is entirely new concept material relating to animated visuals and a web based interactive experience. The animated music video will feature alongside live performance videos to help promote the release. ‘I look forward to creating more animations for the other tracks across the album, perhaps eventually creating a feature length visual to compliment the listening experience,’ remarks Leon.

INTO DARKNESS is produced, composed and performed by Llexi Leon, with vocals provided by Elysha West. The song was mixed by Llexi Leon, APB Audio, and Wicked Music. Programming contributed by Keefe West.

About Sharvonique Studios
Sharvonique Studios develops original, character-driven animation for TV, film, video, and the web. Well-versed in a variety of animation techniques, the studio also offers professional production services in the form of character animation, character design, concept art, and animation development.

Visit www.sharvonique.com to learn more about the studio and its projects.

Popularity: 2% [?]

Something Wild

Posted by admin On March - 30 - 2006

Framestore CFC’s Commercials team has got a bit of a rep for raising the bar in digital VFX. Nowhere more so than in the case of the 3D team’s creature work, and the last few years have seen an ark-full of astonishing, photo-real creatures emerge from the 1st Floor of the company’s Noel Street building. Now, they’ve done it again, we’re proud to say, creating over 300 CG critters ?‚àö√ë‚àö¬® six different species – for a new spot that celebrates the wildlife that comes out to play when football fever strikes.

Go Wild is the new pan-European commercial for Sure anti-perspirant for men. Created by Lowe and directed by Noam Murro for Biscuit Filmworks, the 60 second spot debuts in the UK on 3rd April 2006.

The spot is a smart double-take on the animal inside us all, showing a variety of urban scenes, wherein the boisterous soccer-fan fraternity are replaced by a variety of animals ?‚àö√ë‚àö¬® eight species in all. We see them in the street, in bars, and on the underground. ‘Extreme protection,’ promises the tag, ‘That lets you go wild.’

Word got around about Go Wild ?‚àö√ë‚àö¬® and bidding started ?‚àö√ë‚àö¬® about six months ago. “We already had a name for doing animals when Go Wild came along,” recalls Andy Boyd, Head of 3D, Commercials, “And I promised myself that if we were going to do another big creature job, then it had to be of a quality never seen before in commercials.”

VFX Supervisor Stephane Allender spent 10 days with the spot’s Director, Noam Murro and Director of Photography, Toby Irwin on location in Buenos Aires, preparing for the four-day shoot. This essential groundwork involved on-set compositing on a laptop (using Adobe Premiere) to test some takes, such as the Orang Utan/taxi window shot. Two days before the shoot, Andy Boyd, who also created location sketches in Maya on a laptop, joined Allender. The team were granted wide access by the Buenos Aires authorities to shoot wherever they wanted, and both Allender and Boyd were impressed by Murro’s energy and spontaneity, “He worked incredibly fast and extremely effectively on the fly, spotting opportunities for possible shots all over the place,” remembers Allender.

Meanwhile, Dale Newton, who headed the animation team, was blocking out and refining the animation. Of the challenges facing his team, Newton says, “The creatures had to remain fundamentally animal whilst performing some distinctly human tasks, all the time retaining the audience’s suspense of disbelief. Creature animation is all about physicality and weight ?‚àö√ë‚àö¬® balanced, of course, with the need to communicate the story.”

In the three weeks following the Buenos Aires backplates shoot Allender, working with CG sketched creatures, created some rough comps as preparation for the animal shoot at Universal Studios in LA. This featured just 11 live animals, but was more technically demanding than that in Buenos Aires, as precise matching of all the camera angles, lenses, lighting setups etc. was essential. Recalls Allender, “(DoP) Toby Irwin really grasped the need to recreate outdoor, natural light in the studio, rather than aiming for ‘pretty’ animal shots. It was crucial to the technical success of the film.”

Go Wild features those 11 real beasts transformed into 137 ‘real’ (ie Inferno-cloned) creatures, which are in turn joined by some 302 purely CG animals. Of the eight creatures seen in the spot, two (the Orang-Utan and the Hyenas) were the product of real animals being multiplied in the Inferno, two (the sea lions and penguins) were purely the creation of the 3D team, and the remaining four (bison, mandrill, chimp and bear) were a blend of real animals and digital duplicates.

Allender, using a flexible combination of 2D and 3D elements, gradually built up the scenes. This mixture of live action and 3D ?Äì and the options to choose whichever worked best ?Äì were another key to the success of the project. For example, the crowd of mandrills on the sidewalk waiting for their pal to come down were initially done using shots of the real creature. Murro decided that they were too inert, so they were replaced by a CG group who offered more interaction.

“We had a weekly conference call with everyone, to share feedback and ideas,” says Allender (Murro was abroad throughout the post process), “Adjustments to animation were made following those. The agency and the director seemed to trust us completely – to the point where it was up to us to populate the scenes with the creatures, virtual or not. It was a fantastic creative experience for the team.”

One last element that helped to bring it all together was the Telecine, created by Senior Colourist Steffan Perry. The grade was a discrete, non-showy one, and Perry’s role was to keep the look filmic and real.

The result of all this labour is a 60 second spot featuring more animals than your average David Attenborough documentary, and a real sense of accomplishment from a 3D team that continues to surprise everyone ?Äì even themselves!

Go Wild Credits
Agency Lowe
Copywriter Tom Hudson
Art Director Lee Goulding
Agency Producer Charles Crisp
Production Company Biscuit Filmworks
Director Noam Murro
Producers Richard Packer (Independent), Holly Vega & Jay Veal (Biscuit Filmworks)

For Framestore CFC

VFX Supervisor / Inferno Stephane Allender
CGI Supervisor / TD Andy Boyd
Lead Animator Dale Newton
Senior Technical Directors Dan Seddon, Simon Stoney,
Technical Directors David Mellor, James Healy, Michele Fabbro
Animators Nicklas Andersson, Kate Hood, Dean Robinson, Luca Mazzoleni, Brad Silby, Craig Penn, Vincent Devay, Laurent Benhamo
Modeling Alex Doyle, Simon French
Matte Artists Dasha Ashley, Nicha Kumkeaw
Inferno Assistant Chris Redding
3D Assistant Paul Jones
Telecine Steffan Perry
Producer Abby Orchard

View the Commercial Here (Quicktime)

Popularity: 2% [?]

The Vote Is Unan1mous For Big Machine Design

Posted by admin On March - 29 - 2006

Big Machine Design creates new main title opening sequence and show package for the new reality show “Unan1mous”

Big Machine Design (BMD), a full-service creative services studio based in Hollywood, has completed a new main title opening sequence and show package for the new reality show ‘Unan1mous,’ which recently made its debut on FOX. The announcement was made today by BMD co-founders Steve Petersen and Ken Carlson.

On behalf of client 3 Ball Productions, BMD designed and produced the entire show graphics package including the Main Title Sequence. Robin Feinberg, Co-Executive Producer of ‘Unan1mous,’ said, ‘Big Machine is a very talented, passionate, and innovative team. They are going places!’ In ‘Unan1mous,’ nine contestants are holed up in a bunker. They are not allowed to leave the bunker until one of them is selected?‚àö√ë‚àö√Üunanimously?‚àö√ë‚àö√Üto be the winner of $ 1.5 million.

‘The client asked us to develop a clean look for the main title that would promote the ideas of isolation and elimination, but include elements of action,’ said BMD Executive Producer Steve Petersen. “Because of the secrecy involved in the production of the show, we didn’t have the option of shooting live action elements with the cast. Instead, we created an entirely graphics based main title with a really unique look and feel.”

“We were inspired by the metallic voting orbs that the contestants use to pick a winner,” said BMD Creative Director Ken Carlson. “We modeled, textured and animated the orbs to give them displays that would help explain the rules of the show. In addition, we created a customized title sequence for each episode that features the UNAN1MOUS logo transforming into a count of the current prize money to be won.”

BMD’sS Credits For ‘Unan1mous:’
Executive Producer
Steve Petersen

Creative Director
Ken Carlson

Producer
Elaina Porter

Senior Designer
Ming-Shian Wang

Software & Hardware
Apple Powermac Quad G5

Adobe Photoshop CS2
Adobe Illustrator CS2
Maxon Cinema 4D 9.5

About Big Machine Design:
Big Machine Design, located in Hollywood, California, was founded in 2003 by Steve Petersen and Ken Carlson. The two have diverse backgrounds in the entertainment industry and over 15 years of combined experience. Some of BMD recent clients include CBS, the ABC News show ’20/20,’ NBC, Fox, UPN, MTV, TLC, USA, Animal Planet, Fox Searchlight, MGM, Sony and Buy.com, among many others.

BMD studio is located at 6860 Lexington Ave., Hollywood, CA 90038. The company website, which posts its latest news, is www.bigmachine.net. To request a reel, please call BMD at 323.461.1943.

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When Bernstein Rein Advertising endeavored to create a multi-spot, multi-faceted advertising package for its client, Wal-Mart, the agency turned to a familiar partner: Stone Core Films, Dallas, TX, and Norry Niven, Director/DP. The national campaign showcased Niven versatility as both a Director and Director of Photography.

‘B-R came to us for an eclectic assortment of different focuses,’ says Niven. ‘The spots range from comedy dialogue, visual comedy, celebrity talent, to children, and even one with designed graphic, stunts and green screen work. The coolest part of the experience was that the agency had the confidence to let us create all these different looks.’

In addition to directing the commercials, Niven was also the Director of Photography. ‘Every spot has its own look, it own style, and it own visual feel. Even the two spots featuring Queen Latifah, which were similar in nature, have a slightly different feel lighting-wise.’

Included in the campaign are the spots ‘Occupations,’ ‘Queen Patrol,’ ‘Fashion Show’ and ‘Site to Store.?‚àö√´¬¨¬¢’ In addition, Stone Core and Niven worked a previous package of holiday themed spots ‘Shopping Day,’ ‘Jesse Fans’ and ‘Cool Cubed.’ The commercials were shot in a variety of cities ?‚àö√ë‚àö¬® including Los Angeles, Dallas and New York ?‚àö√ë‚àö¬® over the course of a three-month period.

Two of the ads spotlight the Wal-Mart toy department. ‘Occupations’ features vignettes of children with their future careers graphically highlighted while playing Operation, Monopoly and Twister and Trouble. Great casting and clever set design makes each vignette unique. ‘Fashion Show,’ which focuses on the Bratz Wild Wild West dolls, opens on a country and western-themed fashion show, complete with live-action models and horses. Eventually it is revealed that a mom who is playing with her daughter Bratz dolls is imagining the fashion show.

Three spots Norry helmed feature celebrity talent. Actress/rapper Queen Latifah is featured in two of the spots. In ‘Shopping Day’, Latifah goes shopping with her mother, who makes things much easier by opting to buy everyone Wal-Mart gift cards. The follow up spot, ‘Queen Patrol’, finds Queen Latifah scrutinizing the items that her friend Kelly is buying with the gift card she gave her for Christmas. A humorous encounter plays out when Queen puts a little pressure on Kelly to pick up a copy of her latest DVD release, ‘Beauty Shop’.

The spot featuring Jesse McCartney, ‘Jesse Fans’, features the teen idol at home with his family on Christmas Day, who are enjoying new electronic gifts found at Wal-Mart. McCartney doesn’st even notice the screaming hoard of young fans when he opens the front door to let the cat inside the house. When his little brother Timmy tries to borrow on Jesse celebrity with the fans, he is humorously rejected.

Last but not least, two spots in the package were for the Walmart.com business. ‘Site to Store?‚àö√´¬¨¬¢’ highlights Wal-Mart program of the same name where one can choose merchandise on the store website and then have it shipped free to their favorite Wal-Mart. The graphics-driven and fun ‘Cool Cubed’ showcases the world smallest MP3 player, the cube-shaped mobiBLU?‚àö√´¬¨¬¢, that holds up to 500 songs and is only available at walmart.com. The spot shows people wearing the tiny player while engaging in running, snowboarding or simply heading to work.

New Production Technology
For the edgy and stylized commercial ‘Fashion Show,’ Niven utilized a new device from Panavision called the Hyl?¬¨¬©n System. This System allows the user to manipulate an intermediate image in ‘real time’ with a range of organic optical effect ‘plug-ins’ prior to image capture. ‘It a cutting edge tool for us to take more control of a look as opposed to relying on someone to do it in online for half a day. We can do it in-camera now,’ said Niven. ‘In this case its specific purpose was to create this bizarre, other-worldly look to the catwalk scenes for the fashion show.’ According to Niven, Stone Core is among the first to use the System in the Southwest.

About Stone Core Films:
Director/Cameraman Norry Niven and executive producer Elaine Sibert are the driving forces that brought the Texas-based Stone Core Films to its 10-year anniversary in 2003. The company is represented by Cathy Brittingham in the Southwest and Southeast; and Hilly Reps in the Mid-West.

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