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PSYOP Taps Softimage XSI and Discreet's Flame for new Pfizer Campaign

(December 06, 2001)
Looking to do something that wasn't typical, visual effects/creative design house PSYOP ( brought their 3D animation skills to "Shark" and "Roulette," part of a new campaign for Pfizer's ( cholesterol management drug, Lipitor.

Created by agency Merkley Newman Harty, New York, "Shark" began airing on November 28, while "Roulette" began airing in October. PSYOP is currently working on two additional spots that will air in the near future.

"Pfizer wanted to do something that wasn't so standard, a bit more modern and conceptual," said PSYOP's Kylie Matulick, who co-directed the spot with Marie Hyon. "The concept is simple yet effective high cholesterol affects many people, and both the shark and a roulette wheel cleverly symbolize the fact that it can strike anyone regardless of their lifestyle."

In both spots, 3D animated numbers representing a high cholesterol count a common medical condition that affects 1 out of 5 Americans appear ominously around apparently healthy individuals. In "Shark," a 3D animated '253' moves like Jaws himself around a group of seemingly fit swimmers, while in "Roulette," an animated number '287' spins as though on a roulette wheel around a group of people exercising at the gym. Type animation is integrated seamlessly to explain the benefits Lipitor provides and drive home the important message that just because one leads a healthy life doesn't mean you don't have high cholesterol.

PSYOP used Softimage's XSI 3D animation software and Discreet Logic's *flame compositing system to create the look of the animated digit and roulette wheel movement a complex task considering the fact that both numbers had to be completely readable yet seem as though it was moving quickly.

"The challenge was getting across the analogy between both the shark and the roulette wheel and cholesterol problems," said Marco Spier, PSYOP's Director of Animation. "Cumulatively, these considerations made the project more difficult then it might appear. We spent a lot of time playing with the lighting and textures and how best to incorporate the 3D objects into the live action. Softimage|XSI gave us a lot of control and we used Discreet Logic's *flame to add lighting and shadow layers."

Tool Kit:
Softimage XSI 3D
Discreet flame
Windows, Apple and SGI Workstations

Creative Credits:

Client: Pfizer Project: "Shark," "Roulette" :30 Airdate: November 28, 2001 ("Shark"); October 2001 ("Roulette)

Agency: Merkley Newman Harty, NYC Creative Director: Marty Orzio Art Director: Matthew Johnstone Copywriter: Jonathon Isaacs Producer: Adina Sales

Production Company: Propaganda Films/Group Films (Spain) Director: Jason Harrington Producer: Andrew Denyer

Edit House : Version 2 Editing, NYC Editor: Vito de Sario

Visual Effects/Graphic Design: Psyop, NYC Director/designers: Marie Hyon, Kylie Matulick 3-D artists: Marco Spier Flame Artist: Eben Mears Producer: Justin Booth-Clibborn

Music: Amber Music, NYC

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Related Keywords:3d animation, compositing


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