Broadcast News

Bookmark and Share

Rushes Scoop Gold Medal At New York Festivals

Rushes have announced a Gold Medal win at this year's New York Festivals innovative Advertising Awards.
The Awards Gala, held on April 18 in New York, saw the London post house scoop top prize in the 'Best Place-Based Media' category.
Rushes' Motion Graphics department collaborated with Creative Director Andrew Smith of A-Vision on this breakthrough use of the digital escalator panels currently being deployed throughout the London underground network.
Sony followed their television advertising work for Sony Bravia with site-specific advertising through CBS Outdoor using the escalator screens at Tottenham Court Road Underground station in London.
The iconic bouncing balls move between the screens in slow progression followed by a torrent of balls, mirroring the original television campaign.
Andrew Smith, Creative Director, at A-Vision, said: "The key to outdoor digital lies in understanding how people consume the messages, where they are consuming them and what state of mind they may be in.
"Commuters on the Tube don't want to be sold to, they want to be stimulated, entertained or wowed. The Sony Bravia campaign achieves all of these."
Rushes' Animator Lee Tibbetts was supplied reference of the original commercial and created patterned balls to match those in the original commercial. Dynamics were set up for the balls to create a realistic movement and then the positioning of the screens on the escalator matched to camera positions so that the animation continued between screens.
The balls were animated in Maya and rendered in Renderman where the motion, blur, intensity and look of the balls could be controlled to give the best result for the escalator screens.
Rushes' Motion GFX designer and compositor Matt Lawrence used After Effects to manipulate stills of a Sony Bravia set to create an end move that matched the original commercial.
Matt then composited type, footage and extraneous balls to each of the screens. The sequences were encoded at Rushes and supplied to CBS Outdoor for transmission.
The site-specific advertising ran at Tottenham Court Road Tube station from March 1 2007.
The winners can be viewed at:
More information about Rushes' Motion GFX and the Rushes team can be found at:

Top Related Stories
Click here for the latest broadcast news stories.

E45 Unveils Channel 4 Diversity In Advertising Campaign
Skincare brand E45 has unveiled its Channel 4 Diversity in Advertising Award-winning campaign, shining a light on the lived experiences of Trans peopl
Rushes complete VFX on new Sony Bravia Tube Ad
Rushes have completed a ground breaking new job for Sony, who have followed their recent television advertising work for Sony Bravia with a site speci
LG Provides Giant LED Screens For Wembley Stadium
One of the first things that visitors to Wembley Stadium connected by EE will see in 2021 are the enormous bespoke LED screens created by LG Electroni
Pro Motion Hire To Hold Sony F3 And Cine Motion Open Day In Brighton
Pro Motion Hire, the leading broadcast equipment hire company, is to hold a Cine Motion Open Day in Brighton, showcasing the Sony F3 camera and a sele
Intelsat Renews Partnership With Sony Pictures Networks India
Intelsat has renewed its partnership with Sony Pictures Networks India in delivering premium entertainment content to millions of viewers across Asia-
Sony Music Equips Its New Studio With PMC Monitors
Sony Music has officially opened its new 5020 Studio Madrid, a four-studio recording complex and creative centre in the Spanish capital that aims to p
Jagadama Theatre Goes Digital With Harkness Spectral 240 Silver Screens
The renowned Jagadamba Theatre on the Eastern coast of India has recently completed its digital cinema conversion which included three new Harkness Sp
Rushes Creates Stunning Promotional Campaign To Support Resolve Launch
London-based post house Rushes has created an innovative 'Soho-themed' campaign to celebrate the launch of its new da Vinci Resolve grading suite. The
Robe Takes Frankfurt By The Balls
Robe lighting enjoyed its busiest and best Prolight+Sound exhibition (in Frankfurt) to date …. with a record number of deals closed, plus a phenomenal
Camera Corps Q-Balls Circumnavigate The Globe With 'Beagle'
Five Camera Corps Q-Ball robotic minicam systems have successfully completed one of the longest reality-television productions in the history of broad
HSL Keeps The Golden Balls Rolling
HSL pulled out all the stops to deliver in excess of 700 Pulsar Chroma Heart LED fixtures to illuminate the set of the new ITV games show 'Golden Ball
PS-Cam X35 Brings New Creative Possibilities
A Munich-based manufacturer, blazing the trails in camera manufacturing, will introduce the revolutionary new PS- Cam X35 at IBC this year. By careful
Harkness Screens Reach Sales Milestone
At ShowEast 2011, Harkness Screens, manufacturer of projection screens for cinema, launched its Digital Screen Checker, a brand new version of its pre
AJA Gear Helps DIT Kevin Shiramizu Manage On-Set Curve Balls
A liaison between production and post on set, digital imaging technicians (DITs) are the go-to resource for troubleshooting everything from imaging se
Rushes Appoint Halliday Head Of PR And Marketing
Rushes Postproduction Ltd has announced the in-house appointment of Dori Halliday as Head of PR and Marketing. Managing Director, Joce Capper commente