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Framestore CFC Gets Smart

Creates digital effects for smart?s forfour cars (July 23, 2004)
(Click to see QuickTime)

Lemmings (Click to see QuickTime)

Suiting the spot to the brand name, Farm Communications have created a set of four spots for smart forfour cars (the brand's new four-door car range) that are witty, beautiful and, well, smart. Each of the spots highlights a different feature of the range and is quite different in content, whilst maintaining a strong visual unity. Directed by Simon Green for Large, the spots also received a classy boost from the voicover talents of Rutger Hauer. The digital effects supplied by Framestore CFC are discreet, cool and elegant. 'Kaleidoscope' (40s), 'Lemmings', 'Bloodhounds' and 'Crooners' (all 20s) are currently airing on UK television.

The shoot, which took place over 3 days last month, was supervised for Framestore CFC jointly by Stephane Allender and Ben Cronin. During the subsequent 7 days of post production work, Cronin worked chiefly on 'Kaleidoscope' and Allender on 'Lemmings', while Inferno Artists Avtar Bains and Jonathan Hairman worked on 'Bloodhounds' and 'Crooners' respectively. Stephanie Mills and Chris Redding provided 2D and matte work. Telecine which included a gentle 'vignetting' of the cars - was created in Spirit by Dave Ludlam.

The most overt visual effects can be seen on 'Kaleidoscope', which features the forfour passion 1.1 seen through a kaleidoscopic effect. Kaleidoscopes, the voiceover informs us, inspired the 30 different colour combinations available from smart. A cool, jazzy soundtrack accompanies the rich, constantly changing colours. The effect was created partly in camera, and partly by Cronin who made multiple versions in the Inferno which he passed over to the editor who assembled the final version in the Avid, before returning it to Allender for finishing touches.

(Click to see QuickTime)

Kaleidoscope (Click to see QuickTime)

Although some of the creatures featured in 'Lemmings' and 'Bloodhounds' were real, rest assured that none were harmed though you might not think it when you see a shower of lemmings apparently striking a forfour pulse 1.1 with appropriate thuds and squeaks, or a bloodhound gently driving a smart off camera. Four lemmings were filmed scuttling around the car, and then digitally animated and multiplied for their plummets, and the driving dog was Infernally cut and pasted into the car. Thus skilful blends of the real and the digital ensured a quietly humorous take on the promotion of dent resistant panels and satellite navigation. Similarly, the use of motion-control rigs and the addition of moon and star reflections were finessed in the Framestore CFC Inferno.

About Framestore CFC
Framestore CFC was formed in December 2001 through the union of two of the most creative and dynamic companies in the industry: FrameStore and The Computer Film Company (CFC). The company is now the largest visual effects and computer animation company in Europe, with over 30 years of combined experience in digital film and video technology.

(Click to see QuickTime)

Bloodhounds (Click to see QuickTime)

The company has won numerous international awards including two Technical Academy Awards from the Academy of Motion Picture Arts and Sciences, three BAFTA Craft Awards and eleven Primetime Emmy Awards.

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'Kaleidoscope', 'Lemmings', 'Bloodhounds' and 'Crooners'
Agency Farm Communications
Creatives Christian Bunyan, Owen Lee, Gary Robinson
TV Producer Dave Clark
Production Company Large
Director Simon Green
Producer Barry Hughes

For Framestore CFC
Co-Supervisors Stephane Allender, Ben Cronin
Inferno Artists Stephane Allender, Ben Cronin, Avtar Bains, Jonathan Hairman
2D/Matte Artists Stephanie Mills, Chris Redding
Colourist Dave Ludlam
Post Producer Abby Orchard



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Related Keywords:Framestore CFC, Farm Communications, smart, forfour cars, Simon Green, Large, Rutger Hauer, Stephane Allender, Ben Cronin, Avtar Bains, Jonathan Hairman, Stephanie Mills, Chris Redding, Dave Ludlam,

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