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GE Capital spot
Press Release from Nice Shoes
In a collaborative showcase between their top-flight color-grading and VFX departments, full-service post studio Nice Shoes just finished work on the latest stunning spot for GE Capital's ongoing co-branding campaign, this time spotlighting the company's relationship with Polaris.
Polaris opens on a panoramic shot of a stunning, jagged-edged dunescape. A Polaris dune buggy streaks across the screen, tossing a trail of sand behind and adding a flash of red color to the brown-and-tan-hued land. A voiceover extols the merits of GE Capital's intensive client relationship with Polaris before the spot ends with the occupants leaping from the buggy and dancing joyously across the sand.
The naturally beautiful color palette, the epic landscape, the contrasting shades, and the sand trail stirred up by the dune buggy called for special cooperation between Nice Shoes' powerful color-grading and VFX units. "More than anything, the finished product shows how well Nice Shoes' various departments unite," noted Nice Shoes Colorist Ron Sudul. "Plus we have done so many of these spots now for GE that we are particularly tuned in to their desired look and style."
Nice Shoes took the 35MM footage, scanned it in at 2K, and color corrected in Baselight to capture the unique tint of light reflecting on sand. The VFX department contributed with Autodesk Flame, taking advantage of its ability to composite within a 3D workspace.
The crew faced myriad challenges, from trying to reproduce accurate looking sand to maintaining the integrity of the pristine desert scenery. Nice Shoes enhanced the natural lines and shading in the sand dunes to really bring out the contrasts and contours. In nearly every shot, the VFX crew then removed tracks from the dune buggy and the film crew and recreated clean sand to fill the space.
"We had a very short turnaround for this project, so it was important that each group cooperated with the other," noted Nice Shoes VFX Artist Jason Farber. "Luckily we have a long history of collaborating not only internally, but also with the agencies and production companies we work with, so we were able to come together and turn out a beautiful final spot."
Credits:
Client: GE Capital
Spots Title: Polaris :30
Air Date: August 2010
Agency: BBDO/NY
Creative Group Head: Don Schneider
Art Director(s): Rick Rabe, John Cornette
Copywriter(s): John Kenney, Daniel Bremmer
EP: Regina Ebel
Music Producer: Rani Vaz
Producer: Regina Iannuzzi
Prod Company: @radical.media
DP: Anthony Wolberg
Director: Lenny Dorfman
Editorial: Crewcuts
Editor: Nate Taylor
Telecine: Nice Shoes
Colorist: Ron Sudul
Post/Effects: Nice Shoes
CD: Aron Baxter
Flame Artist(s): Jason Farber, Andrew Granelli, Bryan Rosen Blum, Vin Roma, Russ Bigsby, Rich Schrek
Producer: Dave Moore
Music: Black Iris
Sound Design: Sonic Union
About Nice Shoes:
NYC-based Nice Shoes is a full service, artist-driven design, animation, visual effects and color grading studio specializing in high-end commercials, web content, film, TV and music videos. Since its inception in 1996, the studio has prided itself on consistently reinvesting in its talent, technical backbone, and client experience to set the standard of excellence both creatively and technically. Key company principals include: CEO/Partner Dominic Pandolfino, Partner Joe Bottazzi, Managing Director Mike Donovan, CDs Brian Bowman and Aron Baxter, Colorists/Partners Chris Ryan and Lez Rudge, EPs Pat Portela and Maribeth Phillips, VFX Artist/Partner Rich Schreck, CFO / COO Julia Kisla, CTO Bob Keske, and VP of Sales & Marketing Travis Taylor.
