(December 5, 2007--December 5, 2007) Rhinofx recently utilized their latest digital technologies to create the VFX that make Dell's new XPS One PC stand out among the ruin in their :60 spot done in conjunction with Mother and Smuggler.
Explosions and wrecking balls obliterate more than twenty computers, demolishing an immaculate, stark white computer showroom in ultra slow motion. Only the sleek XPS One remains, escaping annihilation high above the rubble and debris to showcase Dell's new beautiful design campaign.
From rhinofx CD/VFX Supervisor Vico Sharabani:
This project was quite challenging from a visual perspective, lending itself to a wide variety of both creative and technical timing solutions. During the original planning process, we were working closely with The Snorri Brothers, and determined that the entire piece should be shot in live action and we would later manipulate and augment the footage digitally. Having done quite a bit of these slow-motion stylized effects, we suggested they shoot with a Phantom camera-a high-speed, HD digital camera that captures 1000 frames per second. The challenge here was that we had only one take with three camera angles for each explosion and had to manipulate the timing, synchronization, and details of footage to really make it work. Working with live pyrotechnics can always be difficult in compositing, as we have to turn unpredictable and instantaneous explosions into a consistent and cohesive visual output. To do this, our artists worked in Flame to recreate scenes, enhance some explosions, clean up others, match debris consistency, manage timing, and color correct to maintain the crisp starkness of the background environment. We also took advantage of the latest Linux Flame HD technology to preserve detail for the high-res rendering. Overall, it was really a seamless translation between production, effects, editing, and post production, and I think that really comes across in the timing and flow of the final product.
Rhinofx’s recent film successes include the highly intricate opening sequence for Revolution Studios Perfect Stranger, and all the visual effects for The Nanny Diaries, a production of The Weinstein Company. Showcasing their ability in video game cinematics, they also completed the fourth in a series of multi-platform, high action adventure sequences of Ruby, AMD’s global branding icon. The new offices in Connecticut will help to support rhinofx’s growth in both size and capabilities for film and video game effects.
Creds:
Client: Dell
Spot Title: Out With the Old
Airdate: Dec 2007
Agency: Mother, New York
Creative Director(s): Paul Malmstrom, Linus Karlsson
Art Director: Rob Baird
Copywriter: Allon Tatarka
Agency Producer: Letitia Jacobs
Director: The Snorri Brothers
Production Company: Smuggler
Executive Producer(s): Patrick Milling Smith, Brian Carmody
Line Producer: Jeff Miller
VFX: rhinofx
VFX Supervisor: Vico Sharabani
Lead Flame Artist: Jim Rider
Flame Artist(s): Julie Mai, Udi Edni, Ricky Weissman
VFX Producer: Karen Bianca Bisignano
Editor: Avi Oron
Editorial Company: Bikini Editorial
Editorial Producer: Gina Pagano
Telecine: The Mill
Musical Artist: Jennifer Terran
Song: Que Sera Sera
About rhinofx:
Since its launch in 2000, rhinofx has created award-winning visual effects, design, and animation for commercials, VFX for feature films, episodic television, webisodic mini-series, and videogame cinematics. The company’s principals and artists have also led the industry’s exploration into the boundless potential of branded digital content. By cultivating extensive relationships with key brands, advertising agencies, and film/TV studios, rhinofx utilizes its creative directors and artists to develop and execute powerful branded entertainment to build both identity and awareness. The company’s principals include: Partner/CD/Director: Vico Sharabani, CD/Director: Harry Dorrington, CD/Director: Arman Matin, CD/Director: Natasha Saenko, SVP: Camille Geier, and Partner/Managing Director: Rick Wagonheim.
http://www.rhinofx.tv/
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