Spontaneous Combustion spot

New York-based Spontaneous Combustion has created the CGI for "It All Starts with ABC," a :15 spot for Post Alpha Bits cereal created to accompany PBS' ARTHUR. In the spot the camera slowly pulls back from Alpha-Bits-like letters to reveal that they are part of words on a page, and that this page is in a book, and that this book is part of a stack which grows past a UFO in outer space. The spot used Adobe After Effects to create matte paintings which were nested inside one another to create the cosmic zoom effect. 3D Studio Max was used to create the books. Tony Robins directed for Agency Ogilvy & Mather.