Tag Archives: los angeles visual effects

Sonam Kapoor Stars in L’Oréal Paris Campaign, First Project from Proof of Concept

LOS ANGELES, CA, April 3, 2012 – Proof of Concept (POC) recently completed work on an ambitious, effects-driven project for client L’Oréal Paris, agency McCann-Erickson, production company Gobsmack! and director Jim Sonzero.  “Tree” – for Fall Repair 3X – features popular Bollywood actress and L’Oréal Paris spokesperson Sonam Kapoor in the foreground of a spectacular glowing purple CGI tree, and uses VFX to simulate Fall Repair 3X’s effects on swirling computer-simulated “hair roots.”  Launched in February 2012 by Executive Producers Stuart Wilson and Raffi Kryszek, POC is a technology-driven content company servicing the interactive, commercial and music video industries, and “Fall Repair 3X” is among its maiden spot assignments.

POC Lead Artist Darren Fanton worked closely with director Sonzero to conceptualize and create multiple aesthetic CGI environments – within 48 hours. “Darren is an awesome artist and has great taste,” remarked Sonzero. “He created an elegant solution in a really compressed schedule with limited resources. When I saw his first pass I knew I was working with a genius.”

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Once the concepts were approved, the team at POC had a mere two weeks to turn around eight VFX-heavy spot versions in Hindi and English for a total of 160 seconds of CGI.  Each image had to be optimized due to the beauty-related nature of the product.  “With this project, shot management was key as each revision down the pipeline would need to be applied to over thirty shots across the eight spots and would need to be re-rendered in a timely fashion for further review,” Fanton explained.

“POC not only met the challenge but raised the bar for the whole category,” said Shyam Madiraju of Gobsmack!, which represents some of world’s top directors in India. “We were very impressed by the creativity of their artists, who took Jim’s vision and turned it into a spectacular reality.  I was really excited to have Jim join Gobsmack!, and having him do this work with POC right out of the gate is a fantastic start to our relationship.”  Madiraju added that the vision of Sonzero – arguably one of the top 5 beauty directors in the world – involved a very sophisticated and technically complex world of CGI.  Gobsmack! frequently produces VFX-driven commercials and works with CG houses around the globe. “POC has not only planted itself firmly atop our list, but we are now in talks with Stu and Raffi about expanding our relation with them for the India market in fields besides commercials.”

“Stuart and Raffi were enthusiastic and solution-oriented,” concluded Sonzero. “I am really impressed with them and I’m looking forward to working with POC again.”

About Proof of Concept
“Technology has no limits,” and Los Angeles-based Proof of Concept examines the validity of that hypothesis every day. This philosophy makes POC integral to the realization of the novel idea. You can’t break the rules until you master them, and the team at Proof of Concept has done both. A technological and artistic think tank, POC brings together seasoned veterans and ambitious young innovators. The team is armed with the knowledge and relationships to forgo fear in the name of producing relevant creative content for the digital era.

Official Credits

Title: Tree
Brand: Fall Repair
Cast: Sonam Kapoor
Client:  L’Oréal

Agency: McCann-Erickson
Creative team: Akshay Kapnadak, Rahul Mathew,
Trishay, Ram & Komal Ranjan
Agency Producers: Sandesh Shirke

Production Company: Gobsmack!
Director: Jim Sonzero
D.O.P: Michael Lloyd
Executive Producer: Hozefa Alibhai
Producer: Ramel George

Editor: Harshal Thakur

Online/Grade and VFX: ­ Proof of Concept/Los Angeles
Visual Effects Lead, Final Compositing: Darren Fanton
Visual Effects Compositing and Beauty Work: John Merrifield
3D Modeling and Texture Mapping: Sam Kryszek
Producer: Stuart Wilson

Bandito Brothers Shifts Hot Wheels Into High Gear

CULVER CITY, CA, May 20, 2011 — Hot Wheels has just released a breathtaking 1:30 trailer for their expansive brand re-awareness campaign. That campaign culminates in the broadcast of a world-record breaking stunt at the Indy 500 on May 29. Featuring stunt driving with life-size Hot Wheels models and VFX worthy of a blockbuster action flick, the spot was created via Mistress and produced by Bandito Brothers. It builds on the Area-51 mythology the classic toy brand created for their “Hot Wheels For Real” campaign. Hot Wheels has secured airtime on ABC to showcase the high-adrenaline spot, and the brand’s Internet videos boast over 2 million views.

PRESS – Social Studios

Veteran Executive Producer Michele Maples has launched Social Studios, a full-service production company uniting talent and expertise in the development and creation of commercials for TV and the Web; music videos; and long-form projects.

• Shoot – Social Studios Opens Under Aegis of EP Maples 11.10
• Shots – Social Studios Launches 11.10
• Stash – Veteran EP Maples Launches Social Studios 11.10

PRESS – MOO Studios – 2010

2010

• Screen – Bernard, Stevens rep MOO Studios in the Midwest 10.10
• Shoot – MOO Studios secured Tracy Bernard and Robin Stevens for Midwest representation 10.10
• SourceEcreative – L.A.-based MOO Studios has added director Molly Schiot to its roster 09.10
• Screen – MOO Studios Secures Mary Ford & Co. for East Coast Representation 09.10
• Ads of the World – Del Taco: Super Special Show Episode 6 – 08.10
• Best Ads on TV – Del Taco: Super Special Show Episode 6 – 08.10

Social Studios Launches with a Culture of Collaboration in Production, Design and VFX

Santa Monica, CA, November 15, 2010 – Veteran Executive Producer Michele Maples has launched Social Studios, a full-service production company uniting talent and expertise in the development and creation of commercials for TV and the Web; music videos; and long-form projects. A team of Directors, Designers, and Visual Effects Artists will collaborate under the Social Studios umbrella, drawing on the company’s live action production capabilities and the resources of its in-house visual effects arm. Initial work produced under the Social Studios banner includes projects for the FX Network (“Sons of Anarchy” Promos), Microsoft Kin, and Lincoln MKZ Hybrid.

Social Studios’ diverse international creative team includes Director/Designers Onesize, Kaktus, Emnet Mulugeta, and Visual Effects Designer and Flame Artist, Verdi Sevenhuysen. Maples previously presided over production company The Arsenal, which had a similar, if more modest, model; with the presence of Sevenhuysen, and accommodating the growing scope of its projects, Social Studios has a more expansive array of in-house resources, hence the rebranding effort.

MOO Studios: Toshiba ‘Car’ Leaps Off The Screen

Director Andy Huang of MOO Studios helmed this new ad, which plays like a beautiful car spot but is in fact a showpiece for the Toshiba Cinema Series LED TV in 3D.  The spot draws a parallel between an exhilarating ride and the experience of watching you favorite programs in 3D on the Toshiba. Titled “Car,” the commercial combines live action with VFX, all produced by MOO Studios. The television was shot on MOO’s motion control stage, with a CG TV and other visual effects created by Huang, who also edited. Live action elements included the talent and vehicle, filmed on location in Malibu and Burbank, CA.

eight vfx: Target Kaleidescope Fashion Spectacular at The Standard NY

With notable collaborations ranging from directors such as David Lynch, James Mangold, Ruben Fleischer, and Olivier Gondry, to brands like HP, Sprint, PlayStation, and Guinness,  eight vfx has executed one of its most eye-catching and crowd-pleasing projects to date: crafting an elaborate lighting animation display for the “Target Kaleidoscopic Fashion Spectacular,” which took place the night of August 18, at The Standard Hotel in New York.

The experiential display, which involved transforming 155 rooms containing 66 dancers, into pixels, backed by a 30-piece orchestra, required technical prowess and a visionary outlook, to say the least. Thankfully, neither of these were in short supply, due in no small part to the commitment of the eight vfx team, and lead animator Michael Figge.

Bandito Brothers Partners with Sean Cushing, Stephen Lawes, in Cantina Creative

CULVER CITY, CA, August  20, 2010 – Full service media company Bandito Brothers has partnered with Producer Sean Cushing and Director/VFX Supervisor Stephen Lawes to launch Cantina Creative LLC, a design and VFX studio located in Culver City, California.

Prior to forming Cantina, Cushing and Lawes (pictured, l-r) served as Executive Producer and Creative Director, respectively, at Pixel Liberation Front (PLF). The pair have worked on such projects as Avatar, Iron Man 2, Terminator Salvation, and Matrix Revolutions. Cantina augments Bandito Brothers’ expertise in HD post, as showcased on recent projects for BMW, Mountain Dew, NASCAR and Toyota.

PRESS – Arsenal FX

2011

• Shoot- VFX, Post & Animation: Entering Another Dimension- Mark Leiss 04.11
• Creativity – Asics :33 04.11
• Shoot- Spring Top 10 Visual Effects & Animation Chart 04.11
• Shoot- Screenwork: Dr. Dre’s “I Need A Doctor” 04.11
• UNMASK- Dr. Dre feat. Eminem & Skylar Grey: I Need A Doctor 03.11
  

2010

U.S. Cellular “Fireworks”

Arsenal FX: Yole Barrera Joins Expanding Team as VFX Producer

SANTA MONICA, CA, July 16, 2010 – Arsenal FX, the special effects boutique founded and owned by VFX artist Mark Leiss, has added VFX Producer Yole Barrera to its staff. She joins a team that includes Leiss, Executive Producer Ashley Hydrick, Flame Artist/Compositor/Graphic Artist Joseph Grosso, and Sr. VFX Artist Terry Silberman, who came aboard in March. Her first project at Arsenal FX was producing the VFX for this year’s MTV Movie Awards opening and sketches starring Tom Cruise.

“Yole’s friendly demeanor and professional work ethic makes her another great addition to the facility,” said Leiss. “Her ability to deliver on time will certainly help bolster our current and future relationships in the industry.”