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Dieselfx Builds CG Airplane for Independence Air Ad Launch

By John Virata

Dieselfx announced that it completed computer animation and compositing services for the advertising of Independence Air, a new discount airline that launched June 16. For the first spot in the five-spot package, the company created a computer animated airplane taking off from Dulles Airport in Washington D.C. and features voice-over from conservative political commentator Mary Matalin, who says in the ad, "They believe we should spend less. They believe in having fewer rules and regulations." As the CG plane takes off,  Matalin, whose husband is noted liberal political commentator James Carville, calls Independence Air ?the perfect airline and says, ?No one could argue this. Not even in my house.

Diesel Animator Elliot Jobe detailed a CG model of a jet to match the planes that are in Independence Air's fleet. Jobe also took high resolution images of the real Dulles Airport and used them as textural elements for the model. Jobe replicated both the physics of a jet along with mechanical actions of a commercial airplane with the help of aviation experts from Independence Air, though the camera movement in the commercial, which soars up, over and around the plane as it rolls on the runway, would be physically impossible in real life.

Independence Air spot

"We wanted to give viewers something unique to look at," said Craig Price, Dieselfx compositor. ?We have all had the experience of standing by the side of the road and watching a car drive past, but few of us have had an opportunity to witness, up close, a large jet aircraft as it leaves the ground. Our normal way of experiencing that is from the inside looking out.

Dieselfx's contribution to the four other spots in the series include compositing the plane into live action sequences shot by director Marcus Nispel, including one spot where a plane is flying over New York. Says Price, "Weve created assets that they can use in future ads. Diesel has in essence created a stock library that our client can repurpose and grow. We even produced several additional scenes that were not used in the first round, but could be employed in subsequent spots."

Dieselfx can be reached at (310) 394 9001 or

Commercial Credits

Title: Chuck Berry, Mia Hamm, James Carville, Mary Matalin, Dennis Miller

Length: :30      

Client: Independence Air

Artisans client: Dieselfx

Agency: gkv communications, Baltimore, MD.  Jeff Millman, creative director; Brian Burkhart, art director; Dave Broscious, copywriter; Mary Holland, producer.             

Production Company:  MJZ, Los Angeles.  Marcus Nispel, director ; Daniel Pearl, DP; Lisa Rich, executive producer ; Vincent Oster, producer ; Eric Sherman, location manager.                   

Location: Ontario, CA; Malibu, CA.

Editing Company: Union Editorial, Santa Monica, CA.  Einar, editor; Megan Dahlman, producer. 

Music Company: Asche and Spencer, Venice, CA.  Thad Spencer, creative director; Janell Schmitt, producer

Composers:  Chris Beaty, Chuck Berry; Dan Stein, Dennis Miller; Greg Herzenach, Mia Hamm, Mary Matalin; Dan Stein, James Carville.

Post Facility: Bobine Video, Santa Monica, CA.  Jais Thierry Lamaire, colorist.        
(The spots were finished as Dieselfx, see compositing credit below.)     

Visual EFX Company:  Dieselfx, Santa Monica, CA. Elliott Jobe, animator; Craig Price, compositor.

Motion Graphics: Stardust, Los Angeles.  Mathew Marquis, executive producer; Jake Banks, creative director; Julie Nouvalle, producer; P.J. Richardson, art director; Jason Cook, designer/animator; Shane Zucker, animator.

Audio Post House: Clean Cuts, Baltimore, MD.  Andrew Eppig, Paul Perret, engineers.
Union Editorial, Santa Monica, CA.  Josh Eichenbaum, mixer.

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John Virata is senior editor of Digital Media Online. You can email him at [email protected]
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