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May 2009

OUTSIDE REUNITES WITH @RADICAL MEDIA TO UNVEIL MORE FROM DOS EQUIS "MOST INTERESTING MAN"

Outside Editor Jeff Ferruzzo reunited with @radical media Director Steve Miller to complete a series of spots featuring Dos Equis' "Most Interesting Man in the World." Following the ongoing success and growing popularity of the Most Interesting Man, the five-spot campaign kicked off with three spots enumerating the bizarre and exotic tales that have come to define the iconic ad personality.

The offbeat ad campaign began with three spots: two 15-second classics featuring privileged wisdom from the man himself, as he steers "thirsty friends" to enlightenment on topics such as pick up lines to after parties; and a 30-second commercial entitled "Jai Alai," with more outrageous highlights from the man who lives "vicariously through himself," including his stint as a professional Jai Alai player in the seventies.

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CUT + RUN EDITS "LIVE WITH IT" - A POWERFUL MESSAGE ABOUT THE HUMAN COST OF SPEEDING

Live With It, can be defined in one word: haunting. A man, going about his normal day, is devastated by the reoccurring vision of the death of a young child wrought by careless driving. A brutal reminder that speeding can destroy lives and is a high price to pay for getting to your destination on time.

The spot was edited by Cut + Runs Andy McGraw who has collaborated with director Andy McLeod at Rattling Stick, on numerous campaigns including Renault and TV Licensing

"It was great to work with Andy on a non-commercial project, especially one so powerful, that will hopefully make a difference," says Andy McGraw. "Viewing the dailies as many times as we did, I still find the final edit extremely effective."

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ZOIC STUDIOS SEES "THE END" OF BIG OIL DEPENDENCE WITH CONSOL

Oil derricks as groaning, drying dinosaurs are the chilling image at center stage with the animated spot from Consol Energy. Oil dependence is an issue facing the US, and this commercial shows "The End" of diminished resources as imminent and potentially disastrous if we do not turn to more viable alternatives including Consol Energy's coal and natural gas resources.

"We needed to create a realistic environment that felt dry, dusty and barren for the pumpjacks to founder in," says VFX Supervisor Les Ekker. "As characters, they had to feel alive, clumsy and their animation must not generate sympathy in the viewer."

The environment was generated from three distinct types of technologies: The team went on a photo safari to El Mirage dry lake at sundown and shot environmental lighting photos for the CG terrain. They also simultaneously shot high-res photos that were later seamed together to create very large very high-res sky and background panoramics. These served to provide all of the skies and horizon details and also the mid-ground terrain for the end shots. The dry, cracked mud surface was created in CG from stills of a lakebed and made more convincing through displacement, bump maps and six layers of fractal mattes for color correction. Zoic added CG dust and rust layers and rust particles to the breaking and bending joints of the animated rigs, as well as to the environment. This provided an artistic grittiness to the movement and better integration into the scenes.

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