We wanted to give the brand a sleek, modern look, while still maintaining the fast pace associated with the franchise.

Using the speed and shifting of gears as transitions, we move from car to car as we gain speed. Reflected in some of the vehicles is the actual Los Angeles skyline, which we went out and filmed. As we progress through the series of cars, we see them evolve, as we aimed to do with the logo itself. The various looks of the car are also a reflection of the customization options the game provides.

To convey the striking clarity and organic nature of Blu-ray, we opted to move beyond the rigidity of pixels. Since the footage featured in this piece is all highly action-packed, each character burst into bubbles, serving as a great active transition from clip to clip.

The FX Network was looking for a way to promote their Fall line-up of original shows as well as their first access to various Fox Movie properties. They turned to us to come up with a playful “award show” style animated intro that pulled various stars from the movies and TV shows they were in to show up at the FX theater.

A combination of comprehensive rotoscoping, 3D animation and significant amounts of compositing, planar animating and color treating went into the project. Throughout it all it was important to maintain a spirit of fun and adventure, which made it a very rewarding and engaging project.

Look for some of our animators to show up as zombies or various papparazzi.

The key challenge for this promotional piece was differentiating from similar campaigns that focused on how far film has come.

The solution was to focus not on how movies have changed over time, but how the audience experience has. We visualized a chair that could transform as it transitioned between different environments, showing how broad the market has become for the Fox brand. We opened with a reference to one of their most recognizable properties of the past and closed with a huge and diverse array of what’s up and coming.