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: CarMax
AGENCY: Amalgamated
CHIEF CREATIVE OFFICER: Eric Silver
CREATIVE TEAM: Amalgamated
EXECUTIVE PRODUCER: Cheri Anderson
ACCOUNT MANAGEMENT: Fiona McBride
PRODUCTION COMPANY: MJZ
DIRECTOR: Tom Kuntz
EXECUTIVE PRODUCER: Jeff Scruton
LINE PRODUCER: Scott Kaplan
DIRECTOR OF PHOTOGRAPHY: Jo Willems
EDIT: MacKenzie Cutler
EDITOR: Gavin Cutler
VFX: Framestore NY
EXECUTIVE PRODUCER: James Razzall
FLAME ARTISTS: Tom Leckie, Raul Ortego, Murray Butler, Miyuki Shimamoto, Ben Cronin.
ROTO/ASSIST: Sabrina Tenore.
DIGITAL MATTE PAINTER: Callum McKeveny.
EXECUTIVE PRODUCER: James Razzall
SHOOT SUPERVISOR: Adrian Hurley.
AUDIO POST PRODUCTION: Sound Lounge
ENGINEER: Philip Loeb
TELECINE: Co. 3
COLORIST: Stephan Sonnenfeld

“GAS STATION”
CLIENT: CarMax
AGENCY: Amalgamated
CHIEF CREATIVE OFFICER: Eric Silver
WRITERS: Scott Kaplan and Dan Kelleher
EXECUTIVE PRODUCER: Cheri Anderson
PRODUCTION COMPANY: MJZ
DIRECTOR: Jim Gilchrist  
EXECUTIVE PRODUCER: Emma Wilcockson
LINE PRODUCER: Line Postymr
DIRECTOR OF PHOTOGRAPHY: Chris Soos
EDIT: MacKenzie Cutler
EDITOR: Dave Anderson
VFX: Framestore NY
FLAME ARTISTS: Tom Leckie, Raul Ortego, Murray Butler, Miyuki Shimamoto, Ben Cronin.
ROTO/ASSIST: Sabrina Tenore.
DIGITAL MATTE PAINTER: Callum McKeveny.
EXECUTIVE PRODUCER: James Razzall
SHOOT SUPERVISOR: Adrian Hurley.
EXECUTIVE PRODUCER: James Razzall
AUDIO POST PRODUCTION: Sound Lounge
ENGINEER: Philip Loeb
TELECINE: Co. 3
COLORIST: Tim Masik