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A52 Builds Nationwide Insurance Science Project
Emmy Award-winning Los Angeles visual effects and design company A52 today detailed their visual effects and design work for Nationwide Insurances newest broadcast campaign from TM Advertising in Irving, Texas. The four-spot package was created by award-winning director Frank Todaro via bicoastal Moxie Pictures, and the :30 ?Science Project which debuted on Feb. 6 in over 30 U.S. markets during Foxs broadcast of the Super Bowl and will continue airing at least until April features the most overt work from A52s team.
The humorous ?Science Project spot features a young boy showing his homemade robot to his parents, when the cute contraption suddenly goes dangerously haywire. A52s team employed Discreet Flame to composite visual effects elements including interactive light passes and special effects explosion plates as well as CG laser beams created in-house by A52s in-house team using Side Effects Softwares Houdini and Pixars Renderman for rendering.
Also including the spots ?Ceiling Fan, ?Draft Day and ?Hammer, the new campaign reunites much of the team behind last years successful Nationwide campaign, which was short-listed at the Cannes Lions International Advertising Festival and was also honored among Adweeks Best Spots of April, 2004. Carrying over from the last round are Frank Todaro, director of photography Toby Irwin, A52s team, Rock Paper Scissors editor Adam Pertofsky and TM Advertisings group creative directors Wade Alger and Jay Russell and agency producer Florence Babbitt.
After discovering A52 through Pertofsky during preproduction on the last round of spots, Jay Russell found great relief for his many concerns over relying upon CGI for comedic purposes. Recalling his first meeting with A52s team, he explained, ?By the time theyd planned out every tiny detail, my worries were gone. For the CGI- driven spots, we realized then that A52 was as important as the director, and since that time, theyve hit every curveball weve thrown at them.
A big fan along with his other TM Advertising comrades of the laid-back, client-friendly collaborative atmosphere that prevails at Rock Paper Scissors and A52, Russell described ?Science Project as being among his best work to-date. He also shared these words for A52s contributions to the spot: ?Like all great effects work, you don't notice the effects, you just laugh at the idea, and buy it hook, line and sinker. The effects blend perfectly on all the spots.
Director Frank Todaros work for Fedex recently won two London International Advertising Awards, and a spot he directed for United Healthcare was honored in 2004s AICP Show.
TM Advertisings project credits include Wade Alger as group creative director/copywriter, Jay Russell as group creative director/art director, Scott Brewer as art director and Florence Babbitt as producer. Production was overseen by Moxie Pictures head of production Roger Zorovich, executive producer Robbie Fernandez and line producer Kathy Rhodes.
Stefan Sonnenfeld served as colorist for Company 3 in Santa Monica. Besides Adam Pertofsky, the editorial team from LAs Rock Paper Scissors also included executive producer Linda Carlson, producer Kelly Garcia and assistant editor Volkert Besseling. A52s team also included executive producer Mark Tobin, producers Lisa Beroud and April Killingsworth, on-set VFX supervisors Simon Scott and Craig ?X-Ray Halperin, VFX supervisor and Flame artist Simon Scott, VFX artist and online editor Scott Johnson, and 3D animators Craig ?X-Ray Halperin, Westley Sarokin and Robin Petersson.
The spots music was composed by Fluid in New York. Sound design was handled by Jay Nierenberg at LAs Elias Arts, and Jay Bolen of Play in Santa Monica performed the final audio mix.
Established in 1997 as a home for the very latest high-end photo- real visual effects technologies and the industrys most innovative and talented graphic design artists, West Hollywood visual effects and design company A52 creates award-winning imagery for the worlds most visually ambitious commercial and television projects. The companys work has earned AICP Show recognition for five consecutive years along with recent Outstanding Commercial and Outstanding Main Title Design Emmys, Andy, BDA, Clio, British Design and Art Direction, International Monitor, International Automotive Advertising, London International Advertising, One Show and PROMAX awards. For more information, please call Mark Tobin at 310.385.0851 or visit www.A52.com.
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