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Gateway Gets CGI Help From Ring of Fire

Computers heads to greener pastures with CGI (January 12, 2005)

Leading digital effects studio Ring of Fire completed three comedic spots for Gateway via ad agency Crispin Porter & Bogusky, which play on its distinctive cow-boxed packaging. Using the metaphor of a herd in a pasture, the commercials ?Philly, ?Eager and ?Philly Grandma present a witty take on the latest Gateway computer deals.

The artists at Ring of Fire were responsible for conforming and creating visual effects, which included "herd" duplications, sky replacements and a CGI "Holstein" box that animates to close over the Gateway products featured in each spot.

?The wide shots of the herd were created from elements we helped the production team shoot on location, explains Justin Beaupre, Ring of Fire Producer. ?From a locked-off camera position, we filmed a number of plates of a small group of the Gateway delivery people stampeding across different parts of the valley. From these plates, we composited the small groups together to create one giant ?herd charging through the valley. The CGI box was a matter of modeling, texturing, lighting and animating a photo-real cardboard box. The production team provided an actual box for us to use as reference, particularly for texture and the Holstein pattern, and from there our CGI artists worked their magic.

Ring of Fire is located at 8300 Melrose Avenue 2nd Floor, West Hollywood, CA 90069. Telephone: 323.966.5410. Fax: 323.966.5419.


Client: Gateway

Spot Titles/Airdates:
?Philly :30/November 2004
?Eager :30/November 2004
?Philly Grandma :30/December 2004

Ad Agency: Crispin Porter & Bogusky/Miami, FL
Executive Creative Director: Alex Bogusky
Creative Directors: Paul Keister & Tom Adams
Copywriter: Tom Adams
Art Directors: Paul Keister & Paul Stechschulte
Executive Producer: Rupert Samuel
Producer: Letitia Jacobs
Account Supervisor: Kristi Kirkeide

Production Company: H.S.I./Culver City, CA
Director: Randy Krallman
DP: Max Malkin
Line Producers: Brett Marx
Executive Producer: Annique DeCaestecker

Where Shot: Los Angeles and Moon Park, CA

Editorial Company: Cosmo Street/Santa Monica, CA
Editor: Lucas Spaulding
Assistant Editor: Elisabeth Freid
Executive Producer: Alex Brook

VFX Company: Ring of Fire/West Hollywood, CA
Executive Producer: John Myers
Creative Director: Jerry Spivack
On-Set Supervisor: Paul Geiger
Effects Artist: John Ciampa
Producer: Justin Beaupre

Postproduction Company: R!OT/Santa Monica & Ring of Fire/West Hollywood, CA
Colorist: Siggy Ferstl @ R!OT
Producer: Rhubie Jovanov @ R!OT
Online Editor: John Ciampa @ Ring of Fire

Music Company: N/A (Needle Drop)
Sound Design: Beacon Street/Venice, CA
Sound Designer: Brian Chapman
Audio Post Company: Sound Lounge/New York, NY
Mixer: Glen Landrum


Page: 1

Related Keywords:Ring of Fire, CGI, Gateway, digital effects, Crispin Porter & Bogusky, visual effects, Justin Beaupre, Alex Bogusky, Paul Keister, Randy Krallman, Cosmo Street, John Myers, Jerry Spivack, Paul Geiger, John Ciampa, Siggy Ferstl, John Ciampa, Sound Lounge, Glen Landrum,

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