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Blur Studio Brings Metal Arms' Tiny Hero to TV Spot

Blur Studio brings the tiny robot hero of Vivendi Universal's new game METAL ARMS: GLITCH IN THE SYSTEM to life in a new TV spot. The commerical was conceived by L.A. agency Kovel/Fuller. Titled COLONEL ALLOY, the spot is a mix of original computer animation produced by Blur and stock game play. The CG portion introduces Glitch, the gun-toting hero of the game, who arms himself in a subterranean fortress, then sets off to send his nemesis, the aptly-named General Corrosive, "back to the scrap heap."

"Our aim was not only to recreate the look of the game, but to capture its flavor and the fun of playing it," said Blur Studio creative director Tim Miller. "Our team, who are avid gamers themselves, did a great job of bringing the robot world to life."

Blur Studio's animation team modeled and animated the spot's two chief characters -- Glitch and Colonel Alloy -- after the analogous characters in the game. However, Glitch's vast underground fortress in the spot was wholly conceived and designed by the Blur team. The fortress sequence is follows Glitch entering the vast room as it undergoes a total transformation as trap doors fly open and cabinets swing into place to reveal an assortment of arms and munitions.

"We put a lot of detail into the environment," said Blur Studio CG supervisor Dave Wilson. "Designing that environment and the way all of the weapons deploy-some of the weapons pop out of the floor, others appear from hollow pillars -- that was the fun part for us. We always pack in as much production value as we can."

Other credits include:Client: Vivendi UniversalArtisans client: Blur StudioAgency: Kovel/Fuller, Los Angeles, CaliforniaAgency creative director: Lee KovelAgency art director: Josh EsquibelAgency copywriter: Josh Leiber, Agency producer: Eric Harnett Music Company: HUM, Santa Monica, CaliforniaHUM composer: Rob LopezHUM creative director: Jeff KozHUM exec producer: Debbi LandonVisual EFX Company: Blur Studio, Venice, CaliforniaConcept design: Chuck Wojtkiewicz 3D animators: Paul Hormis, Asier Lavina, Seung Jae Lee and Jason TaylorBlur producer: Al ShierAudio Post House: Eleven, Santa Monica, CaliforniaMixer: Mike Greenberg

Blur Studio is a visual effects and animation studio. Founded in 1995, the company has produced numerous projects spanning a wide range of media - large format films, commercials, concept art, feature effects, ride films and game cinematics. Blur Studio is located at 589 Venice Blvd., Venice, California 90291. For more information, call (310) 581-8848.

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