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Framestore NY Helped Make New Carmax Spots Super Bowl Hits

For this humorous new campaign for Carmax, Framestore partnered with creative powerhouse, Amalgamated, and director, Tom Kuntz, to create two spots that were big hits in this year’s Super Bowl.

Press Release from Framestore

For this humorous new campaign for Carmax, Framestore partnered with creative powerhouse, Amalgamated, and director, Tom Kuntz, to create two spots that were big hits in this year’s Super Bowl.

For “Kid in a Candy Store” Framestore uses digital matte paintings and augmentation of live action plates to show what a geek, a mermaid, a wrestler, a hippy and an acrobat have in common. In the spot, “Gas Station”, Framestore helps a modern day man collide with an old-fashioned gas station in order to show that customer service should not be a thing of the past.

"It's been great working with Tom Kuntz again on this campaign" says Framestore Executive Producer, James Razzall, "We worked together closely to layer in those additional details- adding crowds and flying saucers, replacing skies/backgrounds as well as bringing the mermaid’s tail to life – that really bring the spots to life.”

“KID IN A CANDY STORE”CLIENT: CarMaxAGENCY: AmalgamatedCHIEF CREATIVE OFFICER: Eric SilverCREATIVE TEAM: AmalgamatedEXECUTIVE PRODUCER: Cheri AndersonACCOUNT MANAGEMENT: Fiona McBridePRODUCTION COMPANY: MJZDIRECTOR: Tom KuntzEXECUTIVE PRODUCER: Jeff ScrutonLINE PRODUCER: Scott KaplanDIRECTOR OF PHOTOGRAPHY: Jo WillemsEDIT: MacKenzie CutlerEDITOR: Gavin CutlerVFX: Framestore NYEXECUTIVE PRODUCER: James RazzallFLAME ARTISTS: Tom Leckie, Raul Ortego, Murray Butler, Miyuki Shimamoto, Ben Cronin.ROTO/ASSIST: Sabrina Tenore.DIGITAL MATTE PAINTER: Callum McKeveny.EXECUTIVE PRODUCER: James RazzallSHOOT SUPERVISOR: Adrian Hurley.AUDIO POST PRODUCTION: Sound LoungeENGINEER: Philip LoebTELECINE: Co. 3COLORIST: Stephan Sonnenfeld

“GAS STATION”CLIENT: CarMaxAGENCY: AmalgamatedCHIEF CREATIVE OFFICER: Eric SilverWRITERS: Scott Kaplan and Dan KelleherEXECUTIVE PRODUCER: Cheri AndersonPRODUCTION COMPANY: MJZDIRECTOR: Jim Gilchrist  EXECUTIVE PRODUCER: Emma WilcocksonLINE PRODUCER: Line PostymrDIRECTOR OF PHOTOGRAPHY: Chris SoosEDIT: MacKenzie CutlerEDITOR: Dave AndersonVFX: Framestore NYFLAME ARTISTS: Tom Leckie, Raul Ortego, Murray Butler, Miyuki Shimamoto, Ben Cronin.ROTO/ASSIST: Sabrina Tenore.DIGITAL MATTE PAINTER: Callum McKeveny.EXECUTIVE PRODUCER: James RazzallSHOOT SUPERVISOR: Adrian Hurley.EXECUTIVE PRODUCER: James RazzallAUDIO POST PRODUCTION: Sound LoungeENGINEER: Philip LoebTELECINE: Co. 3COLORIST: Tim Masik

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