Following a successful collaboration with Radium on the GMC Yukon Denali spot "Dot Matrix," Engine Room VFX has been tapped to extend the complex animated gear sequence for a new version of the spot to run on the Times Square Jumbotron.
Directed by The Cronenweths for ad agency Lowe Worldwide, "Dot Matrix" highlights the precision engineering of the Denali with visual metaphors for which Radium was the lead design and visual effects team. Radium hired Engine Room VFX for the final sequence - the inner-workings of a Swiss watch -- because of their experience on a CG open for Lionsgate Entertainment via creative agency Devastudios. The open features a visual journey in and around moving gears to showcase the power of the Lionsgate brand.
"Prior to joining Radium, CG Supervisor Giancarlo Lari worked with Engine Room on the moving gear open for Lionsgate," explains Engine Room VFX Supervisor Andrew Honacker. "He knew that we already had the experience and pipeline to create photorealistic gears. He provided us with a general overview of what was needed, worked extensively with us on the specific design of the wath and then entrusted us with the delivery of the sequence."
With basic parameters at hand, Engine Room then dove into the project to produce a photorealistic sequence of believable watch gear design and functionality. Using experience and methodology honed on Lionsgate, Engine Room employed visual effects know-how and talent coupled with a technology arsenal that includes Maya with Illuminate Labs' Turtle rendering engine and comping in 32bit float within After Effects.
Phase two of the project came to Engine Room following the enthusiastic response from the agency, which chose to extend the spot's overall length, including the watch gear animation, for the Jumbotron media buy.
"The collaboration between Radium and Engine Room was seamless and the very essence of the way we like to work," concludes Honacker. "At Engine Room, we specialize in partnering with other creative companies to help bring their visions to life. In this case, we were able to synch with Radium and support them with this specific area of expertise."
Steve Rosenblum: GMC National Marketing Director
Mary Kubitskey: GMC National Advertising Manager
Agency: Lowe Worldwide/NYC
Tom Quaglino: EVP, Creative Group Head
Jim Hord: EVP, Creative Group Head
Desirre Jones: Art Director
Adam Fels: Copywriter
Gordon Bennett: Art Director
Claire Capeci: EVP Managing Director
Jimmy Verrett: SVP, Account Director
Val Tyll: VP Management Supervisor
Nathan Tan: Account Executive
KC Fleck: Account Supervisor
Dominic Ferro: Director Broadcast Production
Sara Eolin: VP, Senior Producer
Nikki Brancati: Producer
Beverly Beach: VP Broadcast Manager
Natasha Howell: Talent Manager
Brian Bittker: Product Specialist
Production Company: Untitled, LA
The Cronenweths: Directors
Jim Evans: Executive Producer
Visual Effects/Editorial/Design: Radium, Los Angeles
Lee Gardner: Editor
Rudy Hanks: Producer
Dave Skaff: Executive Producer
Tony Lipin: Coordinator
Simon Mowbray: Creative Director
Melinda Tidwell: Creative Director/Lead Artist
Giancarlo Lari: CG Supervisor
Orin Green: Inferno Artist
Joe Censoplano Jr.: Inferno Artist
Ty Bardi: Designer
Brady Baltezore: Designer
Hettie Zhang: Designer
Watch Gear Sequence Animation: Engine Room VFX, Los Angeles
Michael Caplan: Executive Producer
Andrew Honacker: VFX Supervisor
Steve Cummings, Mike Romey, Mike Kirylo & Justin Denton: 3D Artists
MUSIC by Human
Engine Room VFX: https://www.dexigner.com/directory/detail/7975