Digital Domain Drives New Toyota Spot from Director Adam Berg
23 August 2012 - 1:45PM
Business Wire
Digital Domain, a subsidiary of Digital Domain Media Group
(NYSE: DDMG) created an oppressive computer generated (CG) world to
showcase Toyota’s new GT86 in a new spot titled “The Real Deal”
from Stink director Adam Berg and Saatchi & Saatchi London.
Berg, working with Saatchi & Saatchi’s Andy Jex and Rob Potts,
tapped Digital Domain to tell a story that mimics the car’s key
value – breaking out of a monotonous synthetic existence with the
power, control and excitement of real life. Expertly wielding
Digital Domain’s deep digital production toolset, Berg worked with
artists to create everything from digital characters to a stunning
full virtual world. The spot aired August 17 in the UK. See it
here: https://www.interdubs.com/r/dd/?al=DVQiD7&an=lzRir8&e=HWpowhUz6&t=1345652503
The spot promotes the new Toyota GT86, a sports car that puts
control in the hands of the driver rather than computerized
systems. Led by VFX Supervisor Vernon Wilbert, Digital Domain
supervised the shoot and helped realize the vision of the Saatchi
creative team and director Berg. The ambitious project was
completed by a team of 18 artists in eight weeks thanks to the
efficiencies afforded by Digital Domain’s production-proven
processes for building digital characters, cars and
environments.
Wilbert said, “Because Digital Domain has such deep resources,
we were able to handle everything required for this complex spot --
from previs to virtual production, live-action integration, 2D and
3D animation and tracking, photo-real hair and cloth, and more –
without any dedicated R&D. We were able to repurpose about 95%
of the assets for this spot from our libraries, which really helped
in terms of cost savings and efficiency. We leveraged the digital
human pipeline that has been developed at DD over projects like
Benjamin Button, TRON: Legacy and virtual Tupac; we were truly
standing on the shoulders of giants.”
“The Real Deal” is Adam Berg’s second collaboration with Digital
Domain and Wilbert. They teamed up in 2011 for the award-winning
commercial “Dust to Dust” for the Gears of War video game
franchise. Wilbert said, “Adam knows exactly how to leverage
digital production and all that it offers. He spent hours on our
virtual stage framing up shots within the digital sets.”
About Digital Domain Media Group
Digital Domain Media Group (DDMG: NYSE) leverages its expertise
in digital visual effects (VFX) and computer-generated (CG)
animation across a group of interrelated businesses. At its
foundation is Digital Domain Productions (DDPI), an award-winning
digital production company founded in 1993. This leading provider
of visuals has contributed to more than 90 major motion pictures,
including Titanic, the Transformers series, Pirates of the
Caribbean: At World’s End and TRON: Legacy, hundreds of
commercials, and recently created the virtual likeness of rapper
Tupac Shakur for Dr. Dre’s show at the Coachella Valley Music
Festival. Mothership, a DDPI subsidiary, focuses on creating
advertising, entertainment and branded content from concept to
completion, across multiple media platforms. DDMG, its work and its
employees have been recognized with numerous awards, including
seven from the Academy of Motion Picture Arts and Sciences. The
company is building on its success in VFX to participate as a
co-producer in major productions and is currently co-producing the
upcoming live-action sci-fi feature film Ender’s Game, as well as
virtual likenesses for Elvis Presley that will be jointly owned by
CORE Media Group and DDMG. DDMG also converts two-dimensional (2D)
imagery to three-dimensional (3D) imagery and holds key patents in
this area. The company is also applying its CG expertise to produce
original, family-friendly animated feature films at its subsidiary
Tradition Studios. The first movie, The Legend of Tembo, is in
pre-production and two more features are in development. The
company’s education subsidiary, the Digital Domain Institute, sets
a new standard in digital media education through a pioneering
public-private partnership with The Florida State University
College of Motion Picture Arts. DDMG is expanding its worldwide
footprint of the highest quality visual effects and animation at
the lowest possible cost through global partnerships in India and
China. The company has studios in Los Angeles, San Francisco,
Florida and Vancouver and is currently establishing studios in
Beijing and Abu Dhabi. http://www.ddmg.co
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