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Lift Motion Design Goes Full Throttle for NASCAR on Speed

Studio's Sizzling Show Package Launches New Racing Series! (March 16, 2009)
DMN Newswire--2009-3-16--Some of the hottest racing footage on the air right now involves vehicles that aren't real. Lift Motion Design, the Chicago design and animation boutique, has created an adrenaline-pumping show package for the inaugural season of The NASCAR Camping World Truck Series on Speed that is fully CG. The series main title and show elements feature gleaming NASCAR trucks "tradin' paint" around a virtual racing environment  engulfed by wave upon wave of dynamic lighting effects and luminous graphics.
Lift Motion Design came up with the concept for the show package and produced all of the animation in-house-including the trucks and the track. The studio also supervised the production of the soundtrack, executed by the Chicago music and sound design duo Secret Frequency.
"Speed Network gave us complete creative freedom for the Series open," states Jason White, Lift Motion's Creative Director.  "The inspiration came with the new sponsor logo that has driven our original approach to the project's challenges".
Lift's creative team wanted the graphics to clearly distinguish the Truck Series from other racing shows and felt that CG provided the best way to combine a contemporary look with the traditions of NASCAR. "There is a lot of NASCAR work out there that is based on live footage-even the CG work is meant to mimic live footage," explains designer/animator Sam Gierasimczuk. "We wanted to do something that was more stylized and abstract."
Lift's trucks are stylized but not in the sense of being simple. Close ups reveal that they are executed with a fastidious attention to detail. It's in their character that they seem to be a bit larger than life. As the trucks course around the track they spew eerily blue exhaust trails that make them seem almost alive.
The 3D team gave the trucks a sleek, glossy, high-end look that is meant to be intimidating and even a little mysterious. Decals and other identifiable markings are applied to the vehicles to increase realism and connect them with NASCAR.
The track environment too has a hyper real quality. "The track isn't the typical concrete and asphalt," Gierasimczuk notes. "Our track is made of highly reflective glass elements that glow in vibrant, modern colors which nod to the Truck Series logo."
Remarkably, the whole package was pulled together in very little time. The Lift team executed the CG and produced all of the show package elements in just two weeks. Artists initially created an animatic that provided the foundation for the piece. Individual shots were then delegated to the 3D artists while the 2D artists created the elements that were used to join the 3D elements together. Everyone at Lift contributed to the project.
Lift Motion is located at 232 E. Ohio St. Penthouse, Chicago, IL 60611. For more information, call (312) 664-9333 or visit

Lift Motion Design
Concept,  Design, 3D animation, 2D Animation, Compositing and Edit.
Jason White, Sam Gierasimczuk, Curt Cooper, Kyle Shoup, Elliot Lim, Charlie Peterson.
Production and Coordination:
Lucie Boryczko, Carmen Navarrete.
Online Edition and Final Post
Jeff Charatz, Justin Winkler

Secret Frequency
Original Score and Sound Design:
Jeff Van Steen, Harry Burgan.

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Related Keywords:LIft, Lift Motion, Speed, NASCAR

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