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August 2009

Director Tarsem Teams Up with Zoic Studios to Converge Fantasy and Reality for Mountain Dew's new "Level Up or Die" Spot

The Mountain Dew / World of Warcraft cross-promotional spot brought together some all-star players to handle these iconic brands. The production would be executed by Radical Media lead by esteemed director Tarsem Singh. With the vision of the spot being solidified, the team had to worry about execution. Based on Blizzard's recommendation, BBDO reached out to Zoic Studios to handle the visual effects and animation.

What begins as a mild-mannered moment in a grocery store checkout becomes a havoc-filled battleground. Tension builds as two women approach the checkout counter with different flavors of Mountain Dew's new drink 'Game Fuel'. As they notice that they are buying different flavors, one character prepares for an attack. The first swing of the sword triggers the transition from humans to Orc and Night Elf. As the spot progresses, the characters wildly battle through the grocery store, knocking over shelves and displays.

Zoic began by modifying the Blizzard designed assets to account for visual needs and technical requirements of the project. Then, using stunt performers at motion capture studio House of Moves, Zoic shot the action sequence needed for the 'Level Up or Die' faceoff. Zoic’s 3D team created animation for the character’s facial expressions and applied dynamic simulation for the costumes and hair, transforming the stylized beings into “living” creatures. These multilayered characters were then given to Zoic’s 2D team for final compositing and interactive effects integration.

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Psychic Bunny Launches Sister Studio Lead Balloon With Web Series & Indie Feature

Next Gen content produced by those who consume it: hybrid production studio Psychic Bunny unveiled its original content banner Lead Balloon (www.madeoflead.com). Launched to produce feature films, web series, games, mobile and interactive projects, Lead Balloon wrapping two projects, an exclusive web series “Coma, Period” with a distribution deal soon to be announced and an independent feature film “The Echo Game.”

Original content development is a natural evolution for Psychic Bunny’s founders who grew up with entertainment on multiple screens and have diverse backgrounds in writing, film production, design and programming. With a flair for the ironic, the team branded and launched Lead Balloon to serve a growing demand for content in all entertainment streams.

Lead Balloon Producer/Director Doug Spice elaborates, “The name Lead Balloon suggests something grand and improbable, something that defies the odds, something that's both mysterious and fascinating. We hope to evoke that same spirit in our projects.”

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Director David McNamara of COLLECTIVE unites with Robin Hood Foundation For Integrated PSA Campaign

Robin Hood targets poverty in NYC by finding and funding the best and most effective programs and partnering with them to maximize results. For their latest campaign, “Robin Hood Responds,” they turned to New York production entity COLLECTIVE to create an expansive campaign including web, TV, and the Gala’s centerpiece films. The campaign centers on a series of six documentary-style shorts, featuring real-life subjects afflicted by poverty and empowered by the many programs funded by Robin Hood. Led by Director David McNamara, COLLECTIVE produced the riveting PSA campaign in its entirety including live action production, graphics and editorial via partner company Homestead.

Production began with extensive interviews of potential subjects who best tell the Robin Hood story through first-hand experience. As McNamara and his team connected with these individuals - mothers, children, students, teachers, soup kitchen volunteers, and tireless workers via Robin Hood – compelling personal stories emerged and were ultimately interwoven in the final campaign, which includes :15, :30 TV spots and :60 web versions, as well as the Gala’s centerpiece films.

Each presentation carries a theme, representing the many facets of life that poverty affects, revealing the ways in which Robin Hood reaches out, its process, and the organizations it works with and funds. The films empower and give voice to New York’s impoverished who are often invisible, voiceless city dwellers.

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