Archive for category Industry News
When Zimmerman Advertising approached Hinge Digital to bring the beloved Carfax Car Fox to life in CG, we jumped at the opportunity to apply our extensive experience in character development, animation, and visual effects to a national advertising campaign.
Building on a collaboration of several years on over 30 animated commercials, Zimmerman and Hinge began Car Fox’s character development in 2011. Working very closely with the agency and Carfax, Hinge created the spokes-character in CG to seamlessly integrate into the live-action. “We saw this as a unique collaborative opportunity—one that would give Carfax access to high-end vfx and allow Hinge to showcase its work in the national advertising arena.” said Roland Gauthier, Executive Producer.
Alex Tysowsky, Hinge Digital’s Animation Director, was intent on creating a digital version of Car Fox to perfectly match the live-action puppet previously used in the spots. To do so, he relied on his extensive film animation experience. He helped the rigging and animation teams accurately depict Car Fox’s physicality, personality and movements. “From the word ‘Action’ at the shoot, we knew we were going to be a part of something special,” said Tysowsky.
Michael Kuehn, Visual Effects Supervisor, guided the crew through asset creation, look development and live action integration of the digital Car Fox. Hinge’s asset development team modeled, shaded and lit the digital Car Fox using Autodesk’s Maya, groomed the fur with Shave and a Haircut, and made extensive use of Maya’s nCloth to design, define, and direct the properties of Car Fox’s clothes. “developing CAR FOX’s new look in CG presented a great opportunity for our team to apply its feature-film expertise.” said Kuehn.
Today launches the first phase of the campaign for Carfax, including national television spots, print, web and a very strong social media presence. For more of Hinge Digital’s work for film, TV, broadcast, digital and print, visit hingedigital.com or call Ramiro Gomez Head of Business Development to discuss new business inquiries.
To see the rest of the work visit carfax at hinge’s website.
It was a beautiful, and slightly cool Atlanta afternoon when I walked into the offices of PM Publicidad off of Peachtree St. for my lunch screening with the Hispanic agency. My first impression was – “Everyone is so friendly!”. Little did I know that this was only the beginning of what would become the highlight of my trip.
Julian Schieneman came out to greet me. This is the fellow whom I had been in contact with before my travels, and who helped me set up the screening. A bit of background on me, I am from Venezuela, born and raised, and my first language is Spanish, but enough about me back to the point. Julian came over and introduced himself with a firm handshake and a warm smile, all in Spanish of course . He quickly proceeded to take me on a tour of the agency, and led me back to Patricio Montalbetti’s(partner) office who was not there, so we went into the kitchen area while the conference room became available. My lunch order arrived, and so we quickly set it up and everyone began to pile into the room.
It is worth noting that I am never nervous before a screening, in fact I quite enjoy the thrill of the presentation. This instance was no different except as people began to settle in, get their food, and relax, I noticed that all we were speaking was Spanish, which don’t get me wrong is awesome, but odd because generally I deal with agencies where even though there are Hispanics, we tend to speak English. Nevertheless, I carried on chatting it up as I tend to do, and finally Julian said, “bueno Ramiro, vamos a darle!”(“ok Ramiro, let’s get the show on the road”).
I launched into my presentation and quickly become aware that I was doing the whole thing in Spanish, which while not odd, it certainly was new for me. Fortunately I love my job and know our work extremely well, and so I got thru it with flying colors. “Muy bien, Ramiro, excelente!” everyone was saying. The questions started coming, and the answers flew out of my mouth as easy as could be. Everyone seemed impressed with the work, and very appreciative of my time. Really, I was the one who was thankful for their time.
When all was said and done, Julian brought me back to Patricio’s office where I waited to meet the owner. This is definitely a rare moment for me since most of the time, or at least in my experience the owners are far to busy to meet with me. I waited for a bit, and looked at the pictures around his office of his family, and realized that I felt incredibly comfortable being there. As if I belonged. Finally Patricio walked in with Julian, I reached out my hand for a shake only to be met with a warm hug, and a smile. Right then and there I knew that we would work with this agency. Something special had just happened, and I felt great about the trip, and in particular about the screening with PM.
Long story short, as I was in the security line at Hartfield airport, getting ready to come home. My phone rang, and Julian’s friendly voice asked if I could bid out a job for them. I told him I would get on it, as soon as I got back to the office on Monday. We bid out the job, which we lost because Cox felt more comfortable using an existing vendor to do the work, Patricio also told me that our bid had won financially, which was great to know, but not so great for getting the work. Without hesitation, I told Patricio that we would do a test to prove that not only could we do the work as well if not better than our competitor, but clearly we could do it for less money as our bid had proven. We did the test yes… and since then we have completed 5 commercial spots for Cox Cable using the spokes-character “Digi”, and not only was it a blast for us to work on, but it was the beggining of an amazing relationship with a bunch of folks from across the country, that will endure the test of time.
For us at Hinge Digital, relationships are far more important than anything else, and the corner-stone of our culture at the studio. We love to share our talents with people, but when those talents transcend the work, and it truly becomes about relationships, and friendship, then and only then I believe the work takes on new heights.
Check out the work below, so you can judge for yourself, and see what a great relationship and passionate business partner can bring to your campaign.
We look forward to building that relationship with you.
For Hinge Digital, creating the visual effects for Brightwood was a chance to bring Hollywood-caliber visual effects to an independent locally produced short film. Combining themes of childhood innocence and the search for home and family, the film juxtaposes a young girl’s real and imaginary lives. The film veterans at Hinge Digital helped bridge the gap between reality and fantasy.
Our latest work with Portland based Cinco Design, yields a fresh set of 6 recruiting posters for Microsoft Hardware showing off both the internal and external beauty of the hardware. The posters premiered at the Microsoft booth at CES this week!
Click the image to see the work!
Did you know what your career path would be in high school? I know that I didn’t. At the time, I was determined to become a famous Hollywood actor, complete with fast car, posh house, fame, and paparazzi entourage.
Not a lot of forethought went into that decision. I didn’t know the statistics of breaking into the Hollywood Scene. And even if by some twist of fate my impressive talents were discovered, I had no idea what it took to become a Hollywood actor: Finding the right agent, the long hours of patiently waiting on the set, the months of character study and rote memorization. My decision was not very well informed.
This is a series of Coca Cola commercials that we thought were beautifully executed. The Wieden + Kennedy spot was directed by Nexus’ Fx&Mat, with CGI and animation work by Framestore London.
Coca Cola Seige Superbowl Commercial
Hinge Digital Unleashes CG for Nike LunarGlide+ 2 Spot
Full-service Studio Provides High-end Visual Effects and Animation for Global Campaign; Collaboratively Demonstrates Wide Range of Creative and Technical Prowess.
Utilizing advanced animation and camera projection techniques, Hinge Digital brings realism and energy to footwear, lighting effects and cityscapes in the newest Nike LunarGlide+ 2 campaign entitled “Dynamic Support Run Unleashed.”
Hinge Digital has won a second Telly Award for our work the “Mark it Down” spot for hhgregg retail stores. Needless to say we are very excited about this, and just want to share it with everyone!
Take a look at some of the latest work the Hinge Digital has done with live action integration and VFX.
2D Character Design: Bobby Rubio
Visual Effects and Animation: Hinge Digital
To integrate one of the robots from the Robo Brigade comic book property into a live action environment.
Our animators choreographed the robot to interact with the live-action and queue the visual effects.
We added shake, reflections and alarm lights to the foreground car, cracks in the asphalt, dust, sparks, shadows, and reflections on the ground.
Our compositing team replaced signage, as well as removed graffiti, unwanted trees, and vehicles traveling in the background. Camera motion and color grading were added to accentuate the action and mood.
Ran across this posting while looking at the DNA Seattle blog and thought it was worth sharing!
From the DNA Seattle Blog:
Here’s an example of an agency using their time and talent for an incredibly worthy cause. Nicely done guys!