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RADIUM CREATES FIERCE EFFECTS FOR GATORADE

March 27, 2006
RADIUM CREATES FIERCE EFFECTS FOR GATORADE

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Fast moves and slam-dunks are coupled with windows smashing, asphalt cracking and basketball hoops bending, helping to reinforce the drink’s “fierce” namesake. Radium’s challenge was to seamlessly integrate CG and live action imagery. For the crumbling blacktop court surface, the shots were created in CG - first by projecting the 3D animation of the cracks over the original ground, then by compositing the players with all of their original shadows. Multiple layers of animated breaking blacktop, flying debris and dust were also tracked into each scene to build on the action.

Radium created the city nightscape surrounding the court with high resolution 3D matte paintings. Within each shot buildings, street lights, skies and top sections of the fences had to be created to conceal the white walls and lighting rigs that were still in the shot.

The Radium team included creative director Jonathan Keeton, VFX supervisor Scott Rader and executive producer Jeff Blodgett.

The spot made its debut during the NBA’s All-Star Weekend on TNT and is airing nationally. It was also produced as a 24p version for cinema release.