Directed by Stylewar, spot marks Brickyardâ€™s second collaboration with Leo Burnett Detroit and prodco Smuggler for Pontiac
Brickyard VFX contributed extensive visual effects to the latest commercial for the Pontiac Vibe from Leo Burnett Detroit. The music video-like spot features rap/pop star Shwayze and broke nationwide on air and online on April 21, 2008. The :30 spot, called â€œShwayze,â€? opens on the artist browsing in a record store. He steps into the driverâ€™s side of the Pontiac Vibe and closes the door, emerging from the passenger side into a lively backyard party. Shwayze quickly re-enters the car, reappearing from the back door into a beach get-together with pals. He gets back into the car again, exiting for the final time onto a stage at a packed concert with producer Cisco Adler where he performs â€œBuzzin,â€? the single that backs the spot. The commercial also features voiceover work from Matt Dillon.
Brickyardâ€™s Lead 2D Artist, Patrick Poulatian and CG Creative Supervisor, Robert Sethi were on set during the two day shoot working closely with Stylewar and DP Matthew Libatique, who shot the entire commercial hand-held without the benefit of motion control or dollies. Sethi and Poulatian provided VFX supervision to ensure that each free spirited take matched the timing of the pre-viz in order to fit the four different environments. Brickyard VFX was brought on board very early on, and commissioned Halon Entertainment to create a CG pre-visualization of the entire spot. Brickyard executed the seamless transitions between the four locations while preserving ample beauty shots of the car.
The shoot was extremely technical, and along with the timing constraints, ensuring that the lighting and reflections on the car matched perfectly from set to set was a primary concern. While lighting was maintained consistently on set with an overhead lighting rig and meticulous measurements, it was further refined by Poulatian who merged up all of the transition shots of the car across all four environments. Brickyard VFX 3D artists also digitally rebuilt large portions of the record store in CG to extend the set all the way around the car. â€œThis spot required an HD finish, but we scanned it in 2K to maximize the amount of data we had to work with in each frame. This gave us more flexibility to manipulate and tweak the positioning of the cars across takes, making the transitions as seamless as possible,â€? explained Poulatian. â€œWhen we first approached the project, we anticipated that it would require us to build the car in CG. However, thanks to the ingenious camera work of Matthew Libatique and directing skills of Oscar from Stylewar, we were able to time and frame a lot of the live action shoot to minimize the need for 3D enhancement and keep a lot of the effects work in the 2D realm,â€? explained Sethi. Brickyard VFX worked on this project for three weeks, using Autodesk Maya and Pixar Renderman for tracking, CG, lighting and rendering, and Autodesk Flame for all of the 2D compositing and VFX work.
About Brickyard VFX
Located in Boston and Santa Monica, Brickyard VFX is an independent visual effects boutique specializing in top quality visual effects from 3D characters through to compositing. Completely artist owned and operated, the company was founded in 1999 to bring clients a level of customer service, craftsmanship and focus difficult to find at facilities today. Brickyardâ€™s problem-solving expertise on set and in the studio has been applied to model, animate, light, texture, track, color correct and render seamless digital effects for XM Radio, Citibank, Volkswagen, Honda, Tyson Foods and many other accounts. For more information, please call Brickyard VFX Pacific at (310) 453-5722, Brickyard VFX Atlantic at (617) 262-3220, or visit
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Client: Pontiac Spot Title: â€œShwayzeâ€? Air Date: April 21st, 2008
Visual Effects: Brickyard
Lead 2D Artist: Patrick Poulatian Lead 3D Artist: Robert Sethi CG Creative Supervisor: Robert Sethi 2D Artist: Narbeh Mardirossian, Miles Essmiller 3D Artist: Johnny Diaz, TV Tran, Carl Harders, David Blumenfeld Shoot Supervision: Patrick Poulatian / Robert Sethi Executive Producer: Sue Troyan Visual Effects Producer: Cara Farnsworth
Company: Halon Entertainment Pre-Viz Supervisor: Gregg Lukomski Artist: Julian Gleizer Agency Leo Burnett Detroit Executive Creative Director: Jeff Cruz Art Director: Jesse Rea Agency Producer: Jennie Hochthanner Copywriter: Regina Cesarz Production Company: Smuggler Directors: Stylewar Director of Photography: Matthew Libatique Production Design/Art Direction: Steve Sumney Executive Producer: Lisa Rich Producer: Jeff Miller Editorial Company: Rock Paper Scissors Editor: Noah Herzog Telecine Company: Co 3 Colorist: Stephan Sonnenfeld Audio Mixer: Ravenswork