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With A Twist Pours It On for Quikrete

CG Studio Works Its Magic with Concrete (May 19, 2008)
DMN Newswire--2008-5-19--With A Twist Studio cemented its reputation for an uncanny ability to recreate real-life phenomena in CGI through its work on a new spot for Quikrete. The visual effects studio teamed with animation house Digital Kitchen and Atlanta agency Fitzgerald + Co on a spot that follows the company s new mascot, Johnny Quikrete, as he strolls through a town sowing "not apple seeds "but rather sidewalks, bridges, flower pots and other things made from concrete.

With A Twist s role was to create the stream of concrete that spills from Johnny s bag and magically forms the concrete objects "and the trick was to do so believably. We wanted to get a realistic look, so we bought a bag of Quikrete and poured it out to see how it acted, explained With A Twist CG Supervisor Brandon Bartlett. Concrete, in its powder form, is a very light material and when poured it turns into a cloud of dust. That made it difficult to get it to fit the visual confines required by the spot.

In order to make it seem as though the concrete is actually forming the bridge and other objects, With A Twist artists broke down the powder into a mix of components that could be more easily controlled. We used dust granules of different sizes and shapes, as well as small bits of rock, Bartlett explained. We also gave the dust stream a leading edge so that viewers can see the structures as they take shape.


Meanwhile, CG artist Frank Synowicz made sure that it all happened realistically by using particle software to apply gravity and physics to the falling dust. The dust behaves in a way that is very similar to smoke, Synowicz said.

Throughout the process, With A Twist s team worked closely with the production crew at Digital Kitchen responsible for the live action, the background scenes and the finished concrete objects. We had a great workflow and division of labor, said With A Twist Executive Producer Pam Hammarlund. It all went very smoothly.

With A Twist Studio has locations at 1713 Lincoln Boulevard, Venice, California  90291 (310)210-4802, and 1773 Star Batt Drive, Rochester Hills, Michigan 48309. For more information, call (248) 844-0044 or visit


Client:                           Quikrete

Agency:                        Fitzgerald + Co, Atlanta.

Production:                   Digital Kitchen, Chicago. Andrea Biderman and Kara Stallings, producers; Linas Jodwalis, 3D creative lead.

Digital Production:        With A Twist Studio, Detroit & Los Angeles. Pam Hammarlund, executive producer; Kelly Brittingham, producer; Brandon Bartlett, CG Supervisor; Frank Synowicz, Paul LaFond  Visual Effects.



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Related Keywords:With A Twist, With A Twist Studio, Quikrete


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