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12/01/2009

Rushes Continue To Think Big For Hyundai With New Commercial

Rushes has completed post on the latest commercial for the pan-European campaign initiated by Hyundai Motor Europe, for the i20 model.
Director of Photography John Pardue with Serious Pictures worked alongside M&C Saatchi Creative Director Graham Fink and Executive Creative Director Simon Dicketts to direct the commercial.
Second in a series for the new campaign, which was also posted at Rushes, this film continues with the theme utilising oversized objects and elements to illustrate the character of Hyundai.
With this latest commercial, the car model shows off its design by juxtaposing a giant Phillipe Starck lemon squeezer positioned within the driving environment of the car. It then goes on to display its roominess with a giant shell that appears as a road tunnel and finally, the image of a giant butterfly to represent the car's grace and movement.
Rushes' Digital Matte Painter Alex Jenyon and Lead Compositor Matt Jackson produced concept stills for the layouts of the giant shell and giant tree and, once approved, created 3D models of the shell and matte painting for its textural elements to integrate it into the film's landscape.
Digital matte painting elements for the city and the tree were created and supplied to Rushes' VFX Artist Adam Watson, who then created the 3D movement, compositing layers and adding photorealistic detail to create a realistic landscape. Rushes' Animator Craig Travis modelled, textured and rigged the butterfly with additional texture painting from Alex Jenyon and also created models for the squeezer and lime.
Craig Travis also animated the butterfly for the sequences. These were tracked into the live action and supplied to Flame for final compositing. Jackson and Watson undertook all the fine compositing for all animation over two weeks with two Flames to create a beautifully crafted commercial.
The commercial was produced by Deirdre Allen and Paul McNally at Serious Pictures and is due to air in the UK on January 15.
(KMcA/BMcC)
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