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A52 and Rock Paper Scissors Head for JunglesNew Hummer spots rely on post houses strengths (July 09, 2004)
Clio-winning Los Angeles visual effects and design company A52 today detailed their role in finishing a new broadcast campaign for the Hummer SUT from HSI, directors Arni and Kinski and Emmy-award winning visual effects supervisor Simon Scott for Modernista. The :30 spots entitled "Jungle" and "Scanner" debuted last week.
"Jungle" features an effects-enhanced infrared POV traveling through a jungle, leading to the discovery of the new Hummer. "Scanner" begins with a photograph of the new SUT being photocopied, then transitions to a kaleidoscopic montage showing the SUT driving down a tree-lined road at night. Both spots presented unique visual effects challenges, and Simon Scott - whose company is named Process Effects - said that his choice of working with A52 to handle them came easily.
"There are very few places in Los Angeles where I can work, where my process is understood and supported," said Scott, who previously collaborated with Arni and Kinski for Hummer and a widely acclaimed Levi's campaign. "A52 is a company of artists and being such, they allow me to concentrate on fulfilling my vision. Another bonus on Hummer was having Adam Pertofsky and Rock Paper Scissors right next door, which allowed the editorial and visual effects process to work symbiotically."
"Jungle" was photographed by Arni and Kinski and director of photography Paul Laufer on 35mm Kodak infrared film stock. Using flat-pass transfers from Company 3, Scott worked in one of A52's Inferno suites to perform extensive color-look enhancements and create a psychedelic effect in key moments in the spot.
Capturing the elements needed to complete the directors' vision for the "Scanner" spot began with shooting a photocopier and its scanner mechanism. Then, the directors traveled to Colorado to shoot 35mm stills of Aspen trees, which Scott had transferred in 3k resolution. In one of A52's Flame suites, he created two loops of Aspen tree imagery. one color and one high-contrast black-and-white. On stage at LA's Universal Studios, the SUT was photographed against black with both image loops projected onto it. Applying a wide variety of live-action cinematic techniques, the team carefully captured elements that included the tree imagery reflected on the vehicle. From there, as Scott related, "I worked with the material in the Inferno using mixed high resolutions and color depths. This allowed both a greater gamut of creative options while compositing and a richer level of color correction."
Modernista's team included executive creative directors Lance Jensen and Gary Koepke, creative directors Will Uronis and Shane Hutton and executive producer Charles Wolford.
A52's project team included executive producer Mark Tobin, producer Scott Boyajan and Combustion artist Dana Cernansky.
Production was overseen by HSI's executive producer Ellen Jacobson. In addition to Adam Pertofsky, the editorial team from Rock Paper Scissors included producer Saima Awan and assistant editor Naomi Spiro. "Scanner" features the song "Freak" from LFO, and "Jungle" features Trabant's "Enter Space Bar." Rohan Young at Lime Studios provided sound design and mixed both spots' final audio.
Established in 1997 as a home for the very latest high-end photo- real visual effects technologies and the industry's most innovative and talented graphic design artists, West Hollywood visual effects and design company A52 creates award-winning imagery for the world's most visually ambitious commercial and music video projects. The company's work has been honored as being among the very best throughout its marketplace, having received top honors from Adweek, Advertising Age, Creative Review, Creativity, Shoot and Shots... and also having received AICP Show recognition for four consecutive years along with recent "Outstanding Commercial" Emmy, Andy, Automotive Advertising, BDA, Clio, British Design and Art Direction, London International Advertising, One Show, PROMAX and International Monitor Awards. For more information, please call Mark Tobin at 310.385.0851 or visit www.A52.com.
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