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February 5, 2008
SUPER BOWL: RING OF FIRE & AMP ENERGIZE DALE JR. In Camel, NASCAR driver Dale Earnhardt Jr. is shown participating in a camel race in the Sahara Desert. The scorching heat may have taken its toll on Jr. camel, but he is able to carry on, putting the camel on his back for the remainder of the race, all thanks to Amp.

Ring of Fire’s CD/VFX supervisor Jerry Spivack traveled to Dumont Dunes near Death Valley with director Stacy Wall of Epoch Films and supervised Dale Jr . carrying a life-size, headless prosthetic camel on his back. They also shot real camels and other environmental plates and elements on location.
Then, against greenscreen, a real camel’s head, legs and other body parts were filmed for compositing onto the prosthetic camel.  Ring of Fire used Autodesk Flame to track and composite elements.

BBDO New York conceived the spots, which were edited by Tom Muldoon and John Murray at Nomad in New York City.

Ring of Fire’s Clyde Beamer, Ali Levanthol, Thomas Downs, Marla Carter and Maya Korenwasser all served as Flame artists on the project.