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Radium gives an animated 'hello' to good buys for TargetTarget Value spots get moving with Radium VFX (July 19, 2007) 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.
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.
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
Contact: Virginia Scripps/Kim Orchen Cooper
Press Kitchen 310.392.6682
Related Keywords:Radium VFX, Target