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Radium & Energizer Save Russian Space Station(October 14, 2008)
Digital studio Radium, Santa Monica/San Francisco/Dallas, brings the Russian Space Station into living rooms in the artfully-animated :30 "Space Station" for Energizer Lithium Batteries, out of TBWA\Chiat\Day, LA. Radium's version of space rivals any seen in Hollywood blockbusters and features a particularly caffeinated Energizer Bunny.
"Space Station" opens inside a spaceship-gone-haywire, where two astronauts make futile attempts to fix their failing craft. One of the astronauts declares over the loudspeaker, "Ground Control, we have a problem," and we cut to outer space where a spaceship orbiting the globe is shattered into pieces. The astronaut announces, "Switching to Lithium Power," and presses a blue button that releases the iconic Energizer Bunny into their weightless world. The Bunny drifts through the cabin, causing one space traveler to confess, "I feel better already." The Bunny attaches to an energy port and a flash of blue light envelopes him. His arms beat at his drum at warp speed and the inside of the cabin comes back to life. A voiceover says, "The extreme power of Energizer Lithium. The world's longest lasting AA battery in high-tech devices," and we cut back to space where a repaired craft continues its mission. The famed Sputnik 1 satellite shoots overhead and the spot closes on the battery, Bunny and tag, "Keep going."
FROM CONCEPT TO CREATION
For "Space Station," Radium teamed up with TBWA\Chiat\Day and Space Program director Michael Shapiro to create a space catastrophe narrowly averted with the help of the Energizer Bunny. First, a space station interior was filmed with the actors on flying harnesses. Radium then digitally removed the supporting wires, composited the Bunny into select scenes shot on green screen, created the flickering lights inside the cabin and composited the screens inside the station.
To create the space station exterior damaged by a meteorite, Radium started with hi-resolution NASA imagery and then designed, modeled, textured, lit and animated the station. Maya, Inferno and Photoshop were implemented to complete the animation and effects.
For editorial, Radium Editor Lee Gardner set up shop at one of the agency's offices to speed up the process. This enabled Gardner to go through three distinct edit phases using Final Cut Pro; providing the client with myriad creative options.
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 ground-breaking 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, San Francisco 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: "Space Station" :30
Airdate: currently airing
Design/VFX/Editorial Company: Radium, Santa Monica/San Francisco /Dallas
Creative Director: Jonathan Keeton
VP Head of Production: Carey Crosby
Executive Producer: Jeff Blodgett
Producer: Paul Winze
Associate Producer: Jarom Sidwell
Lead Artist/On-Set Supervisor: Federico Saccone
Editor: Lee Gardner
Lead CG Artist: Hatem Ben Abdallah
CG Artist: Kevin Clarke
Production Assistant: Derek Johnson
MCR Tech (LA): Gabe Castellanos
Advertising Agency: TBWA\Chiat\Day, LA
Creative Director: Jerry Gentile
Producer: Lisa Johnson
Production Company: Space Program, Universal City, CA
Director: Michael Shapiro
Executive Producer: Bill Reilly
Line Producer: Robyn Goodmanson
Contact: Virginia Scripps/Kim Orchen Cooper
Press Kitchen 310.821.1698
Related Keywords:animation, Radium, VFX