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Zoic Studios Helps Transform New Brand for LACMA

The Los Angeles County Museum of Art (LACMA), has recently transformed its brand identity to reflect the spirited environment offered at this unique art institution. A new commercial advertising campaign, created with the pro-bono contribution of leading vfx house Zoic Studios (BUFFY, FIREFLY, CSI: MIAMI) with music by Groove Addicts, is at the forefront of this presentation. The campaign is the first for LACMA and will air on Los Angeles cable stations, on the Sunset Blvd. jumbotron and in local theaters.

This is an exciting step for the museum, and reflects both expression of the city and of LACMA, noted LACMA creative director Matthew Reichman. With new events, such as the overnight art parties, music, film and fine art shows, our goal is to extend our reach to an even larger audience and to define museum in terms that fits a contemporary city like Los Angeles.

The fun and slightly irreverent spots feature a couple riding around Los Angeles over to LACMA and into the museum itself, overjoyed and awed by what they see. The spot concludes with the museums new trademarked tagline: LACMA: Experience the World Through Art.

From the very inception of the post-production phase, we all wanted to create a cool fusion between an experimental short, a music video and a fast-paced commercial to represent a place we all enjoy, added Zoic editor Dmitri Gueer.

Using Panasonics D5 built-in down-converter, Gueer was able to digitize HD footage into the Avid Media Composer Adrenaline at the proper 4:3 aspect ratio on the fly, which, in return, made the editing process faster and easier to manage. Zoic generated most of the graphic elements using Photoshop 7 and After Effects 6.5, and then pre-comped those elements, along with the visual effects shots, on the Avid to provide a realistic view of how the end product would appear.

With this previs approach, Zoic producer Raoul Bolognini commented, Dmitris execution helped the client and the artists immensely in that everyone had an overall understanding of how to execute the creative directors vision, thus eliminating any time wasted on trial and error. In the end, we are all excited to contribute our time and efforts for LACMAs first-ever commercial.

Zoic credits include: * Saker Klippsten (lead engineer)* Patti Gannon, Rachel Keyete (compositors)* Blake Robertson, Anthony Sipsas (After Effects)

Zoic Studios (www.zoicstudios.com) is a leader in visual effects and CG animation in the commercials, music videos, feature film and episodic television arenas. Winner of numerous VES awards, Zoic was recently presented with an achievement award at the 3D Awards for its work in television visual effects on BATTLESTAR GALACTICA.

Bill Desowitz's picture

Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.

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