RADIUM SAYS 'HELLO' TO TARGET
June 3, 2008

RADIUM SAYS 'HELLO' TO TARGET

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A series of boldly-colored vignettes highlight people enjoying cameras, iPods and flat-screen TVs. Radium augmented - and in some cases created - the backgrounds to compliment the live action. In one scene, where a jet-setter stops to take a picture of herself in the airport, the studio created the background airplane in CG. In another, camera flashes and light effects were added to create a "rock star" sequence. Artists tracked and composited all of the imagery featured on the electronic devices' screens, and provided beauty clean-up for the entire spot.

Radium's Simon Mowbray served as creative director/VFX super/lead artist, working with lead artist/CG supervisor Dariush Derakhshani on the project. Ty Bardi was senior designer. Inferno artists included Mowbray, Joe Censoplano and Gavin Mills. Kevin Clarke, Jerry Weil, Javier Bello, Dan Gutman, and Censoplano all provided CG. Autodesk Maya was used for 3D.

A Very Small Office in NYC produced the spot and Jo Lynn Garnes at Minneapolis' Fischer Edit handled editorial. The commercial was color corrected at Crash & Sue's in Minneapolis. Modern Music, also in Minneapolis, provided audio post.