|Page (1) of 1 - 01/25/10||email article||print page|
RADIUM AND AERO FILM TURN THE WORLD INTO PAPER FOR FIDELITYDigital studio Radium imagines a world made of paper in a precisely rendered new :30. (January 25, 2010)
For Immediate Release
For More Information: Virginia Scripps, Kim Orchen Cooper
Press Kitchen (310) 821-1698
RADIUM AND AERO FILM TURN THE WORLD INTO PAPER FOR FIDELITY
Santa Monica, CA, January 22, 2009: Digital studio Radium, Santa Monica/Dallas (www.radium.com) imagines a world made of paper in a precisely rendered new :30, "Around the World," for Fidelity out of Arnold Worldwide in collaboration with Aero Film, Santa Monica, CA. The :30 follows a green line at breakneck speed through the white paper streets of Manhattan, London, Paris, Tokyo and Sydney. Co-Directors Limbert Fabian (Radium) and Michael Hartog (Aero) headed up the geographically minded creative team.
"Globe" opens on a clean, white paper version of our planet, hovering amongst the satellites. We zoom in just miles above Manhattan to inches above Wall Street, following a crisp, green line as it blazes through downtown, past the Statue of Liberty and across the Atlantic to London. A voiceover begins, "With Fidelity, you can take your trading around the world. Because now you can trade US and foreign stocks online, 12 markets, 24 hours a day, all from the same account." We soar through London, and before we know it, we're parallel to the River Seine in Paris. The voiceover continues, "And settle in US dollars or the local currency. Plus, we'll guide you to International research and real-time quotes. So you can diversify your portfolio wherever, whenever." The sunny white landscape shifts to night and we're suddenly in Tokyo. We fly through an enchanted world humming with crickets and the sounds of a Japanese market. "We'll be on-call around the clock," says the voiceover as we fly over Sydney and past airplanes towing banners that read, "12 Markets," "8 Currencies" and "1 Account." We close on the Fidelity Investments logo and tag, "Turn here."
BEHIND THE GLOBETROT
Radium collaborated with Arnold Worldwide and Aero Film to create the 'paper world' for Fidelity's global trading program. "Around the World" showcases the world markets Fidelity Trading reaches in a whimsical and visually striking fashion using iconic, international landmarks.
The team at Arnold Worldwide tasked Aero Film and Radium to create a sense of global travel in a paper world, and to highlight Fidelity's branded green line. The key for the creative team at Radium--with co-directors Michael Hartog from Aero Film and Radium's own Limbert Fabian--was to maintain a clean aesthetic in a meticulously detailed environment. Their thinking was that an emphasis on the smaller details would give the stark, white color palette a warm, human touch. With this in mind, the designers--alongside Hartog and Fabian--produced several unique interpretations of the target city landmarks.
It was clear early on that the spot needed to look as if it were shot as a real miniature set, but had to be done entirely in CG. Says Radium VFX Supervisor Dariush Derakhshani, "I challenged our artists to create and light the scenes as if they were made of real paper. I actually made a few of our CG modelers build their models in paper first before modeling and texturing in Maya." The Maya models were then created with true offset-cut paper edges to prevent them from looking too 'CG perfect.'
Employing many different paper textures and construction techniques, Radium's team leveraged the power of Maya to create a photoreal, 30-second globetrot. "Camera moves had to look real, we didn't want anything to look like a CG camera," echoes Fabian. Adds Derakhshani, "We created several dozen paper assets in CG and quite a few layout designs for each location until everything just clicked together."
The miniature paper world look was achieved with rendering through the new VRay for Maya, using several 'in-camera' techniques to accomplish accurate depth of field and proper lensing. The elements were painstakingly composited in Nuke with an Inferno finish, all occurring in full 1080p HD. Hartog assembled and further finessed his edit for the final vision based on the original boards.
In the end, the combination of built-in imperfections and cleverly designed models, a careful eye for movement and lensing, and photoreal rendering through VRay for Maya, the creative team accomplished a visually striking look for Fidelity.
Radium is an evolving artist-driven studio that includes filmmakers, artists and designers focused on creativity and innovative solutions. We embrace a shared creative role with our clients to produce groundbreaking work. Our VFX background enables us to provide a strong technological foundation in designing original solutions for the expanding world of advertising.
The Santa Monica and Dallas studios are able to apply resources across an integrated pipeline. We are devoted to maintaining an intimate boutique environment that nourishes the creative spirit.
Title: "Around the World" :30
Airdate: Currently airing
Design & VFX Company: Radium, Santa Monica/Dallas
EPs: Amy Hassler, Jeff Blodgett
Producer: Paul Winze
Co-Director: Limbert Fabian
CG Supervisor: Dariush Derakhshani
Designers: Hatem Ben Abdallah, Nader Husseini, Dustin D'Arnault, Erin McGuire
CG Artists: Steve Cummings, Dave Damant, Dan Gutman, Victor Garza, Brian Lee, Takahiro Yamaguchi, Scott Tessier
Production Company: Aero Film, Santa Monica, CA
Director: Michael Hartog
EP: Lance O'Connor
Agency: Arnold Worldwide, Boston, MA
Group Creative Directors: Wendy Beckett, John Simpson
Executive Producer: Sarah Spitz
Art Director: Sara Rodriguez
Copywriter: Katie Pace
Editorial Company: Aero Post
Editor: Michael Hartog
Tools Used: Photoshop, Illustrator, Final Cut Pro, Maya, VRay, Nuke, Inferno, Paper, Tape, and Scissors.
For More Details, Contact: Virginia Scripps, Kim Orchen Cooper
Press Kitchen (310) 821-1698
Related Keywords:animation, computer generated, Radium, Fidelity, visual effects
Source:Digital Media Online. All Rights Reserved