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Tigar Hare Studios Fashions ?Shorties Spot for Mattel

High dynamic range imaging and photo-real hair proves a hit (January 19, 2005)

Tigar Hare Studios, a 3D animation, visual effects and graphic design house, created a :30 3D animated spot in high dynamic range imaging (HDR) for Mattels Shorties, a new small doll line.

Shorties are a cute, funky trio of girls featuring interchangeable "Pop Bods," assorted outfits that are snapped on and off with a pop of the head. Each Shorties doll represents a distinct fashion style and personality, from radical skate boarder to fab fashion maven to disco diva.

?The primary challenge of this project was recreating the hairstyles, said Dave Hare, Creative Director of the studio. ?There were three unique and different hairstyles that our client wanted to be realistic, full of the highlights and shadows the actual hair on the dolls have. Their ?kickin cruiser car and hip clothing also had to look colorful and vibrant.


According to Hare, the ?Shorties spot was Tigar Hares first opportunity to employ HDR. The Tigar Hare team went on set and shot multiple exposures of the back plates. An HDR Image format was created from these multiple exposures and then used to re-create the scene lighting in a 3D environment.

?Most of the time youre given plates in advance, so there is no opportunity to do HDR said Hare. ?You must be on set. Its technically challenging to pull off?shooting all the multiple exposures, then creating a panoramic image from these shots. Basically, we shot from six different angles, rotating the camera every 72 degrees.

?Regular computer images lack the dynamic range that objects actually possess under real lightning conditions. If you shoot very fast exposure, things that are lighted from artificial sources will appear much darker than they would under normal daylight conditions. Youll see more detail in the surrounding background than on the objects you are shooting. If you shoot wide open youre going to expose a great deal of light and see a lot of details in the shadows. HDR gives you rich, colorful detail that looks much more real in terms of the lighting.

?Ultimately, Mattel was thrilled with the results and Tigar Hare was able to test and demonstrate the creative potential of HDR, concluded Hare.

Tigar Hare used Discreets Studio Max 6.0 for the 3D animation. Hairstyles were created with Hairfx, a procedural hair plug-in for Max from Turbo Squid. Rendering was done employing V-Ray, a ray-tracing renderer for Max.


The studio also animated a :30 spot, ?The Lion Sleeps Tonight, for Fisher Price (out of Young and Rubicam), a game for kids inspired by and incorporating the classic pop hit. The game challenges kids to help four animal friends get to the picnic without waking the Lion. The challenge for Tigar Hare was to take the shiny, plastic game pieces and give them a look and feel that brought them to life but remained true to the actual game.


About Tigar Hare Studios
Tigar Hare Studios is a 3D computer animation and graphics design studio. We offer complete visual effects and 3D animation services. These include, commercial animations, broadcast packages, film titles, 3D/Live Action integration, 3D environments, web animations and character design. We also offer 2D services including, motion tracking, morphing and non-linear editing for commercials, promos, broadcast, and film titles. Tigar Hare Studios' in-house programmers provide custom software solutions for today's demanding projects. We are currently developing several commercial projects, a prime time cable series, a series for children's television and an animated short film.

For more information on Tigar Hare, please visit www.tigarhare.com.


Credits

?Shorties
For Mattel:
Creative Director: Norma Grove
Producer: Chantal Houle

For Tigar Hare Studios:
Creative Director: Dave Hare
Producer: Frank Foster
Character Animation: Silvia Uchida Littlefield, Jason Thielen
Compositor: Shana Koenig


?The Lion Sleeps Tonight
For Young and Rubicam:
Art Director: Jeni Stewart
Producer: Carol Lombard
Copywriter: Jeff Heath
Director: Danny Boyle (Phils Films)

For Tigar Hare Studios:
Creative Director: Michael Tigar and Dave Hare
Producer: Frank Foster
Character Animation: Jason Thielen
3D Modeling: Charles Hu
Color and Lighting: Joe Mangione

 


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Related Keywords:Tigar Hare Studios, Shorties, Mattel, High dynamic range imaging, 3D animation, visual effects, graphic design, HDR, Dave Hare, scene lighting, Discreet, Studio Max 6.0, Hairfx, Turbo Squid, V-Ray, renderer, ray-tracing, Frank Foster, Silvia Uchida Littlefield, Jason Thielen, Shana Koenig, Michael Tigar, Charles Hu, Joe Mangione,

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