Building on their reputation as one of the top design, animation and CG studios, Asylum has created an epic :30 introducing GMC's new Sierra HD pickup truck. The ad, which is part of the new Sierra Heavy Duty launch campaign via Leo Burnett airs during the NBA Finals on ABC.
Build is a dazzling depiction of agile, flying robots assembling the new GMC Sierra Heavy Duty pickup dramatizing the precision and innovation that is the result of GMC's engineering heritage. As a rocking beat pulses over the screen and a narrator describes the vehicle's superior frame, engine and transmission, the drones rapidly maneuver and drill the truck into shape, from the raw frame, to the addition of every intricate electronic to the final placement of the doors and windshield. The Asylum crew generated the physical elements in CG and ran all the FX and compositing in Flame.
"There is no photography in this entire spot, not even the final depiction of the truck, we literally generated this entire world from concept to completion," noted Asylum EP Mike Pardee.
Spots Title: Build :30
Air Date: June 2010, NBA Finals
Agency: Leo Burnett
Worldwide ECD: Peter McHugh
CD: Chad M. Laughlin
Sr. Writer: David Charlton
Sr. Art Director: Diane Schomer
EP: Jennie Hochthanner
Senior Producer: Mark Nicholas
VFX/Production Company: Asylum
Director: Fred Raimondi
EP: Michael Pardee
Producer: Ryan Meredith
Bidding Producer: Cassandra Khavari
Coordinator: Emily Avoujageli
Animation Director: Piotr Karwas
CG Producer: Jeff Werner
Lead Compositor: Rob Trent
Compositing: Miles Esmiller, Katrina Salicrup
3D Animation: Michael Shelton, Michael Warner, Larry White, Alfonso Alpuerto
Lead Lighter: Aaron Vest
Lighter(s): Eric Pender, Yamashita Yurichiro
Rigging: Briana Hamilton, Rick Grandy
Lead Modeler: Greg Stuhl
Modeling: Lersak Bunupuradah, Hai Nguyen, Chad Fehmie, Julian Sarmiento
Textures: John Hart
Conceptual Designer: Jeff Julian
Design: Michael Tello, Joseph Mullen
Tracking: Tom Stanton, Apirak Kamjan
Asylum is a premier visual effects and design company, handling high-profile features, commercials, music videos, and emerging media content for web and mobile platforms. Asylum's team is currently working on Sorcerer's Apprentice, a feature slated to premier July 2010. Past feature projects include films such as Terminator Salvation, The Curious Case of Benjamin Button, Pirates Of The Caribbean ll & lll, Master And Commander: The Far Side Of The World (Academy Award and BAFTA nominated), Moulin Rouge, Minority Report, Tony Scott's Déjà Vu, Man on Fire & Domino and Ridley Scott's Black Hawk Down. Asylum has done spot work for brands such as Halo 3:ODST, Porsche, Hershey's, Nike, Sony Playstation, Coke, BMW, Gatorade and Apple. In addition, Asylum Design has created award winning title and graphic design work for such films as Bedtime Stories, X-Men I & II, The Island, Bad Boys II and XXX, as well as Tim Burton's Charlie and the Chocolate Factory and Alice in Wonderland.