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Radium Changes Entire World for McDonald’s

Contributes dynamic effects to new spot (July 20, 2004)

In a visually compelling spot for client McDonald’s, leading digital effects studio Radium completed intense effects and CG work on “Boardwalk.” Set to the highly recognized “I’m Lovin’ It” jingle, the :30 spot by Leo Burnett USA features a young man walking along a sidewalk and enjoying a McDonald’s Big Mac as the entire world changes around him.

To achieve the spot’s numerous effects, the hero was shot live on the sidewalk using motion control while the other people were shot on stage against a greenscreen. Radium was involved from the very beginning -- shooting stills of the beachfront properties, and setting up an elaborate series of marks and measurements to ensure all of the elements lined up properly. Over 1,200 separate images were used in the creation of the spot.

“This spot was designed to be shot in a number of different layers, with the backgrounds being all CGI and the people being layers of motion control passes,” explains Jonathan Keeton, Radium Creative Director and Co-Founder. “Every single object that appeared on the sidewalk had to be mapped so it stayed in the same place when we moved production to the stage. All of the people the hero interacts with were shot on a stage with different outfits while giving the same performance repeatedly.”

To create the illusion of the crowds on the sidewalk, a group of extras walked in front and behind what would become CGI walls and were shot in time lapse. Radium then composited between two to six crowd layers for each pass.

Radium artists were also responsible for creating all of the buildings and backgrounds in CG. The software tools utilized on the project included Maya with Mental Ray, Inferno and Boujou.

About Radium
Radium is located at 321 11th Street in San Francisco and 720 Wilshire Blvd., Suite 200 in Santa Monica. For additional information, please contact Radium/SF at 415.558.6900 or visit the company’s website at

Client: McDonald’s

Spot Title/Airdate: “Boardwalk” :30/July 5, 2004

Ad Agency: Leo Burnett USA
Executive Creative Director: John Montgomery
Creative Director/ Art Designer: Garry Valone
Creative Director / Copywriter: Robert Clifton
Senior Producer: Denis Giroux

Production Company: Believe Media
Director: Steve Beck
DP: David Eggby
Executive Producer: Mike Brady
Producer: Joel Zimmerman
Where Shot: Sydney, Australia

Postproduction & VFX Company: Radium/Santa Monica & San Francisco, CA
Executive Producer: Matthew McManus
Producer: Jonathan Whitehead
VFX Supervisor/Lead Artist/Online Editor: Jonathan Keeton
CG Supervisor: Aladino V. Debert
Digital Artists: Darin Hilton
 Mark Malmberg
 Eran Barnea
 Aaron Wilson
 Chris Biggs
 John Baker
 Melinda Tidwell
 David Shpall

Telecine Company: Optimus/Chicago, IL
Colorist: Craig Leffel

Editorial Company: Co-op Editorial
Editor: Jim Staskauskas
Assistant Editor: Francis Oh

Music Company: Music Aid
Composer: Ira Antelis

Audio Post Company: Music Aid
Mixer: Jon Seiller

Sound Design: N/A


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Related Keywords:Radium, McDonald’s, digital effects, Leo Burnett, greenscreen, Jonathan Keeton, CGI, composited, Maya, Mental Ray, Inferno, Boujou,

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