CG Intensive Holiday Campaign for Arnold Worldwide Provides Multiple Options for In-Store Promos Artist owned-and-operated bi-coastal effects boutique Brickyard VFX contributed visual effects, including CG and compositing work, on RadioShackâ€™s holiday campaign from ad agency Arnold Worldwide. The four-spot effort, entitled â€œThe Best Gifts Ever,â€? comprises â€œSanta,â€? â€œStory,â€? â€œHot Fridayâ€? and â€œHot Weekend,â€? and began airing in December. Each ad opens with the tagline â€œThe Best Gifts Ever,â€? and the RadioShack logo. The :30 â€œStoryâ€? shows a mother and father shopping at RadioShack for their college-aged daughter, who is spending her first holiday away from home. On Christmas day, the daughter opens a package to reveal a childrenâ€™s storybook and a mobile phone pre-loaded with an old home movie. She watches the video of her mother and a toddler version of herself reading the story together on the viewscreen, and then cuddles up on the sofa with the book and phone to reminisce over past holidays with the family.
The :30 â€œSantaâ€? opens on a woman shopping at RadioShack for a gift for her husband. The salesperson recommends a GPS device, and when her husband opens it on Christmas day, he finds it pre-loaded with directions to the town of Santa Claus, Indiana. The family piles into the car and travels to the town, where they find Rudolphâ€™s Diner, staffed by Santa and his elves. Both â€œStoryâ€? and â€œSantaâ€? close with in-store promotions and the RadioShack logo.
The :30 â€œHot Weekendâ€? and â€œHot Fridayâ€? promote weekend holiday sales at RadioShack, and begin with an exterior shot of the store wreathed in snow and decked out for the holidays. The shot zooms through the door and into the storeâ€™s interior to a table serving as a backdrop for that weekendâ€™s promotions, and the ad closes with the RadioShack logo. Brickyard VFX provided extensive CG work for the campaign. The CG team, led by supervisor David Blumenfeld, created a photorealistic neon sign for the diner in â€œSanta.â€? Lead compositor Peter Bullis composited the sign, and added snowfall elements to the scene. The spots â€œHot Weekendâ€? and â€œHot Fridayâ€? were created entirely in CG. CG artist Robin Hobart created a 3D template for the interior of the store that could be quickly and easily changed as the season progressed. â€œThe client wanted to be able to showcase as many different products as possible,â€? Hobart said. â€œThey originally proposed using a still as a backdrop, but we really wanted to do something better and came up with an idea for a 3D environment that would allow elements to be swapped out as needed. To avoid making changes to the original background, we rendered it out as its own element, and once everything had been art-directed it was only a matter of replacing the individual products when necessary.â€? The exterior storefront for the spots were created from 2D photographs that were disassembled and made into layers in Adobe Photoshop, and then reassembled in 3D space in Lightwave. â€œSome portions were modeled as 3D elements, while for other segments we created cards in 3D space and used camera projection to project those layers of the scene that we had previously separated out onto the cards,â€? said Blumenfeld. â€œThen we took the 3D camera and flew it past the cards and into the geometry of the store, creating the same parallax as if you were actually traveling through an environment in 3D space.â€? Lead compositor Peter Bullis provided viewscreen graphics for both â€œSantaâ€? and â€œStoryâ€? that looked realistic without being cluttered. Brickyard VFX also provided CG snow for all three spots, background and sky replacement, rig removal and cleanup.
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
Titles: â€œStory,â€? â€œSanta, â€œHot Fridayâ€? & â€œHot Weekendâ€?
Agency: Arnold Worldwide
Pete Favat, Executive Creative Director Paul Schauder, VP, Creative Director Amelie Loyot, Associate Creative Director/Art Director Brian Hayes, Associate Creative Director/Writer Dave Kuhl, Copywriter Adam Kiryk, Art Director
Production Company: Tool of North America
Harry Cocciolo, Director Brian Latt, Executive Producer Jennifer Siegel, Executive Producer George Fares, Producer Tristan Marciano, Production Manager
Tiffany Burchard, Editor Andrew Linsk, Executive Producer Sue Romweber, Producer Joe Dillingham, Assistant Producer
Visual Effects: Brickyard VFX
Brian Drewes, Executive VFX Producer Amy Appleton, VFX Producer Amy Russo, CG Producer: Peter Bullis, Lead VFX Artist (â€œStoryâ€? & â€œSantaâ€?) David Blumenfeld, Lead CG Artist (â€œStoryâ€? & â€œSantaâ€?) TV Tran, CG Artist (â€œStoryâ€? & â€œSantaâ€?) Carl Harders, CG Artist (â€œStoryâ€? & â€œSantaâ€?) Robin Hobart, Lead CG and VFX Artist (â€œHot Weekendâ€?) Sean McLean, VFX Artist (â€œHot Weekendâ€?)
Tiffany Senft, Producer Christina Tortorelli, producer
Record & Mix: Soundtrack