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STEELE EFFECTS HELP SHOWCASE PIER 1'S STYLE

December 15, 2006
STEELE EFFECTS HELP SHOWCASE PIER 1'S STYLE

Spots were shot on 35mm film and in HD using the Sony CineAlta HDC-F950, and were finished in high definition. One spot opens with a woman strolling through a living room of Pier 1 products. As she walks toward the middle of the screen, she twirls and transforms into a different woman while at the same time transitioning into another room. As the new woman dances around her dining room table, she spins, transitioning into another woman in another room of Pier 1 furnishings.

In post, the takes were put together to line up the twirling, while a third motion control pass of the clean set was added to replace the background. Jerry Steele, co-founder and lead VFX artist, reanimated their limbs during the composite stage and repositioned the joints to smooth out the frames in between.
 
The Fall Accents spot called on the expertise of Steele's 3D animation department. Directed by Uncle's Alain Gourrier, the spot uses motion control and photorealistic CG integration to create a pop-up book, showcasing featured products. The live action book was replaced with a CG version notes Steele EP/CD Brian Adler. CG lead Jason Shulman then turned photos of the furniture items into the pop-up pictures, added interactive shadows and lighting, and animated the book. Objects were then tracked and match-moved with the live action motion-control camera move to finish the effect.

Steele used Quantel eQ, Adobe After Effects, NewTek LightWave and Autodesk Maya on the project.