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A52 CREATES ENTIRELY-CG HD SPOTS FOR PIONEER

September 14, 2006
A52 CREATES ENTIRELY-CG HD SPOTS FOR PIONEER

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The commercials highlight the incredible realism of the picture Pioneer's PureVision plasma televisions are able to recreate.

In Orbit, a group of chrome balls come to life, rising and circling the planetary image that appears on the plasma screen. In Wind Tunnel, the streamlined television finds itself in a futuristic test environment. The wind trail first arcs over the TV's thin footprint, but when a Formula 1 car appears on the screen, the trail moves, drifting over the speeding car, unaware that it is only a picture, and not the real thing.

Both :30 spots were created by A52's artists at 1080p HD resolution, using Autodesk Maya for animation. Artists Casey Schatz and Nigel Phelps worked with Hall to design the spots' futuristic rooms and to previsualize the spots. With RPA's approval, A52 artists Max Ulichney, Chris Janney, Kirk Shintani, Kevin Clarke and Brandon Jolley modeled, textured, colored, lit and animated each element.

Effects artists James Pastorius and Mike Adkisson used Apple Shake for the initial compositing on both spots. Discreet Inferno artist Pat Murphy handled final compositing.

The A52's team also included executive producer Mark Tobin and producer Sarah Haynes. Sound design for both commercials was handled by 740 Sound Design in Santa Monica, CA.