Zoic Studios Commercial and Zoic Edit teams recently had the opportunity to relive their childhood when they created visual effects and edited five spots for Hot Wheels in conjunction with Y & R West.
Y & R West producer Nick Miller says, "Working with Hot Wheels definitely brings you back to your childhood. It's a blast and overall the challenges are always exciting. You get back to feeling like a little kid all over again." Miller enjoyed working with the Zoic team on the spot, "Working with Zoic is great and to be able to do great work under one roof with such passionate people is exciting. To see that excitement in the people you work with and being able to work so closely together makes everything so much easier." Zoic Creative Director Les Ekker agrees: â€œHot wheels lives in the boy in all of us. The chance to create some fun animation and some radical edits ultimately became more play than work. We got to create the shots to fit each of the spots, and crank up the adolescent attitude anthem: "Beat That!" in each of them. We worked very closely with the Y&R team in several departments to bring that young energy to every shot, and satisfy the wide requirements of: Brand, Performance and Kid-friendly advertising with integrity, and entertainment value. It was a great challenge and everyone was happy with the outcome.â€? Zoic Edit's Senior Editor, Dmitri Gueer, who edited the spots, wanted to inject a fun, energetic pace into the edits. "It was really like taking a trip down memory lane to your childhood. Remembering things that you visually liked as a kid and bringing them back through the creative structure of each edit. We used Phantom footage, which allowed us a lot of freedom in terms of creating hyper-reality to highlight the toys and game-play. I feel extremely fortunate to have worked with such a creative and talented team from Y&R.â€? Client: Hotwheels Agency: Y & R West SVP Group Creative Director: Vonnie Cameron SVP Group Account Director: Susan Chittum VP, Account Director: Marissa Clottu Associate Account Director: Brian Darney Assistant Account Executive: Cara Nativo Sr. Art Director: Clayton Chu Copywriter: Lori Loder Director of Integrated Production: Laura Keseric Agency Producer: Nick Miller Business Affairs Manager: Gina Watkins/Kelly Salvini Production Company: Radar Studios Director: Don Hoeg Executive Producer: Lisa Masseur Producer: Adrianne Victory DP: Larry Fong Visual Effects Company: Executive Creative Director: Chris Jones, Executive Creative Director Creative Director: Leslie Ekker, Creative Director Executive Producers: Erik Press, Steve Schofield Senior Producer: Ian Unterreiner 3D Supervisor: Paul Ghezzo Lead Artist: Michael Client 3D Artist: Mark Shimer Animator: Richard Ramaziski Senior Flame Artist: Chris Irving Compositors: Nate Overstrom, Tyler Nathan, John Renzulli, Roto Artist: Andrea Hernandez, Roto Artist Coordinators: Thomas Knight, Laura Jones Editorial Company: Zoic Edit Editor: Dmitri Gueer Assistant Editors: An Dang, Alison Veneto-Grady Music and Sound Design: The Lodge: Dr Bones, Custom Motors, Robot Trick Tracks Ear to Ear Music: Criss Cross Crash Sovereign Music: Sea Monster Attack Audio Mix/Sound Design: Deep Mix /Margarita Mix