(HOM), a leading motion capture and animation service company, provided mocap and data processing to bring the dancing alien robots and humanoids to life alongside the fan-favorite hamsters for the :60 “Share Some Soul” spot for Kia Motors America. Directed by Mark Romanek, the spot initially aired during the 2011 MTV Video Music Awards. Executing a concept developed by creative agency David&Goliath, production company Anonymous Content and visual effects company Method approached VICON House of Moves to help mobilize alien robots and humanoids into a choreographed routine to LMFAO’s hit song ‘Party Rock Anthem.’ Working with Anonymous Content’s designs, Method Studios created the all-CG world as well as the hamsters and robots, to which VICON HOM added movement through mocap at their Los Angeles studio. VICON HOM shot the mocap over the course of two days with seven performers on their 2,520 square foot main stage, which features 80 VICON T160 16-megapixel cameras. Each of the dance performers acted out the detailed choreography. Once capture was completed, VICON HOM cleaned up the data with tracking and labeling. Then, they solved proportions to map the actors’ movements onto the character-sized skeletons and finally retargeted the proportions to scale so the characters moved as the actors did. The entire process was completed in less than three weeks with Method ultimately receiving moving characters, which they were then able to integrate into their created environment. “Mark Romanek and I had previously done stunt work for a television pilot at House of Moves and it was such a great experience, we didn’t have to think twice about going to them with the Kia project,” said the spot’s Senior VFX Supervisor, Brad Parker. “Their facility is very well-put together and director-friendly. They have all the gear to put together whatever is needed and deliver clean data in a timely fashion.” “When combined with creative vision and top notch visual effects, mocap can help give realistic movement to anything imaginable,” said Brian Rausch, Vice President of Production, VICON House of Moves. “We maintain a world-class facility equipped with VICON’s latest mocap cameras to breathe life into our clients’ wildest creations—even dancing robots that are inspired by a hamster’s inner groove.”
About Vicon House of Moves
VICON House of Moves has been the go-to studio for film, television, game and commercial creatives for over 10 years and has recently worked on projects for clients including Microsoft, Activision, EA, Bandai, Rockstar Games, Capcom, THQ, Naughty Dog Studios, SCEA, Bungie and others. In addition to the HOM main stage, the 26,000 square-foot facility is also home to a full performance capture volume capable of recording simultaneous high-quality audio with a capture session without any interfering background noise.
Academy Award®-winning Vicon is the world’s largest supplier of precision motion tracking systems, and match moving software. It serves customers in the CG animation industry, film, visual effects, computer games, and broadcast television, as well as engineering and life science industries. Vicon operates in four offices worldwide, including its Los Angeles-based Entertainment headquarters: a 26,000 square-foot facility equipped with three performance capture stages for Vicon’s service company House of Moves. Vicon is a subsidiary of OMG (Oxford Metrics Group - LSE: OMG), plc., a group of technology companies that produces image-understanding solutions for the Entertainment, Defense, Life Science and Engineering markets. Other holdings include: 2d3, a manufacturer of specialized image understanding software for defense applications; Yotta DCL our highways surveying business in the UK; and Yotta MVS, a leading US provider of data collection services for the assessment of property taxation. Vicon and OMG global clients include: Life Science leaders University of Pennsylvania, the VA Hospitals, Shriners Hospitals for Children, Titleist Golf, The Andrews Institute; Engineering industry leaders Ford, BMW, Airbus, Lockheed, Pratt-Whitney, NASA, Caterpillar, International Truck, and Toyota; and Entertainment companies Sony Pictures Imageworks, Sony Computer Entertainment, Industrial Light and Magic, Sega, Nintendo, Ubisoft, Vivendi, Electronic Arts, Square Enix and many others. For more information about OMG and its subsidiaries, visit
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THE TEAM (CREDITS)
Chief Creative Officer: David Angelo Executive Creative Director: Colin Jeffery Creative Director: Steve Yee Senior Copywriters: Greg Buri, JC Abbruzzi Senior Art Directors: Basil Cowieson, Tim Delger Executive Producer, Managing Director: Carol Lombard Executive Producer: Paul Albanese Producer: Jennifer Mersis Managing Partner, Client Services: Brian Dunbar Group Account Director: Brook Dore Management Supervisor: Jill Jagger Director of Strategic Planning: David Measer Strategic Planner: Armando Potter
Production Company: Anonymous Content
Director: Mark Romanek Director of Photography: Jeff Cutter Executive Producer: Dave Morrison Line Producer: Suzie Greene Tedesco Choreographers: Rich+Tone
Editing House: Union Editorial
Editor: Jim Haygood Executive Producers: Michael Raimondi, Megan Dahlman
Telecine: Company 3
Colorist: Stefan Sonnenfeld
Visual Effects: Method, Los Angeles
Executive Producer: Gabby Gourrier Head of Production: Stephanie Gilgar VFX Producer: Mike Wigart VFX Supervisor: Nordin Rahhalie Sound Design: Brian Emrich Audio Mix: Eleven Mixer: Jeff Payne