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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 8 - Index

“After carefully studying the intricacies of the original game, it
became imperative that we create a fully 3D world respectful
of the game’s intense popularity,” said Mark Glaser, SWAY’s
creative director, who also directed the spots.
Meanwhile, “Mine” showcases a beautiful virtual playground,
full of high-speed twists and turns. Sharp gradients, incredible
turns and a giant loop add to the excitement of the life-size
Hot Wheels track.
SWAY animators
were able to
virtually perform
all stunt driving
using the Drive-
A-Tron simulator,
which allows
the reproduction of any automobile’s exact movements.
Instead of using traditional animation techniques, Drive-
A-Tron allows SWAY artists to literally get behind the wheel
and drive the car on even the most challenging CG terrain,
creating the desired performance without compromising
the reality of the driving.
www.swaystudio.com
Dallas-based post-production company charlieuniformtango
recently completed a new PowerBar ad featuring Olympian
swimmer Michael Phelps. In the :30-spot, Phelps strolls into a
dimly lit room with an Olympic-size swimming pool eating a
PowerBar. On voiceover, he says, “They say I should be afraid
because every swimmer in the water is out to get me.”
A camera angle looking up at Phelps from beneath
the water literalizes his metaphor: the pool is infested
with a throng of
hungry sharks.
“Fear is good,”
Phelps’ voice says
as he executes a
beautiful dive into
the water. Before
he breaks the
surface, the spot
ends with a barrage of quick cuts and the PowerBar logo. A
voiceover says, “PowerBar, more fuel for more push.” A tag
reads, “PowerBar. Power to Push.”
charlieuniformtango president and executive producer
Lola Lott said, “The 3D work done by David Hannah and the
effects Dave Laird did on this spot were very involved. It was
a two-week effects process of studying how sharks swim,
their patterns, and the shadows and reflections had to be
created as well. They did such a great job, you don’t realize
what you’re seeing isn’t real.”
“Phelps” was directed by Ericson Core with Backyard
(Venice, Calif.). At charlieuniformtango Jack Waldrip edited,
David Hannah created the sharks, and Dave Laird did the
online effects and compositing, Jake Kluge and Amy Poller
did sound design, and Russell Smith mixed.
//www.charlietango.com