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Radium gives an animated 'hello' to good buys for Target

Target Value spots get moving with Radium VFX (July 19, 2007)
DMN Newswire--2007-7-19--Digital studio Radium, San Francisco/Santa Monica/Dallas, has finished the first in a series of animated "Value" :30 spots for Target, out of Peterson Milla Hooks, Minneapolis.  The three-spot :30 package, directed by Mikon van Gastel of A Very Small Office, New York, focuses on 'hero' products, musically accompanied by a fresh rendition of the Beatles song, "Hello, Goodbye."

From Pre-Visualization to VFX

Radium was involved from the onset, creating pre-visualization for the Value campaign shoot.  The products were shot through a macro lens, with each object then rendered in a white or black world.  The finished spots include graphics and end tags tying in with the music 's lyrics, emphasizing the "good buy" at Target.

     Radium was responsible for all VFX, including entirely CGI vignettes that highlight several products, including Special K, Hershey's Kisses and Dasani water.   For the Dasani vignette, Radium used Real Flow software to create dancing water, wrapped with the label, omitting the bottle to contain the liquid.  Choreographing the dancing water to the music proved  to be a challenge, with the look achieved of a Photosonics shoot defying gravity. 


     For Hershey's Kisses, all animation and rendering was created in Maya, bestowing a hyper-realistic feel to the foil and the chocolate while maintaining the whimsical nature of the product.  All final compositing was done in Inferno. 

Special K, which was also animated in Maya and composited in After Effects and Inferno, highlights the graphic 3D shapes of cereal flakes, strawberries, and spoons; this was achieved by examining and extruding the objects with a rotating camera and macro lens.  Real Flow was used to create the flowing milk into which the cereal enticingly splashes.  Using Maya, Radium animated the 'goodbuy' red type end tag, flying into the signature Target bullseye.

_Target Value is the most recent of many collaborations Radium has produced for Target's agency, Peterson Milla Hooks. The two companies are currently working together again on the next Target Value campaign, scheduled to air in September.

About Radium

     Radium is an essential element in the advertising community, generating industry-shaping creative work from digitally linked Santa Monica, San Francisco and Dallas studios.

Radium's smaller, nimbler construct allows for a free flow of ideas and innovation, allowing technically elegant solutions to emerge for all visual effects and animation applications. Since 1996, Radium has attracted the top talent in the industry, empowering them to translate client's words into images that move. 

Credits:

Client: Target

Titles: 3 X :30, "Suave/Tidy Cat/Dasani," "Crystal Light/Hershey's/Special K," "Pop Tarts/Clorox/Pine-Sol"

Airdate: July 8, 2007

Design/Visual Effects Company: Radium, San Francisco/Santa Monica/Dallas

Creative Directors: Jonathan Keeton, Aladino Debert

CG Supervisor/Lead CG: Aladino Debert

CG Artists: Hatem Ben Abdallah, Marcus Stokes, Val Sinlao, Leo Juarez

Inferno Artists: Simon Mowbray, Federico Saccone, Julie Jang, Joe Censoplano

Producer: Mary Mathaisell

Exec. Producer: Jeff Blodgett

Others: Head of Production: Carey Crosby

Production Company: A Very Small Office, NY, NY

Director: Mikon van Gastel

DP:  Pierre Rouger

Producer: Jon Dino

Sr. Producer: Joanna Fillie

Exec. Producer: Saffron Case

Advertising Agency:  Peterson Milla Hooks, Minneapolis, MN

Creative Director: Dave Peterson

Art Director: Bethany Nagy

Agency Producer: Megan Huber

Editorial Company: Fischer Edit, Minneapolis, MN

Editor: Brett Astor

 

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Contact:      Virginia Scripps/Kim Orchen Cooper

Press Kitchen 310.392.6682


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Related Keywords:Radium VFX, Target

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