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Moneyshots Tackles Reebok's Terry Tate Campaign

Moneyshots (, a full-service visual effects design studio in Santa Monica, California, recently completed online work for TRAINING CAMP, part of Reebok's "Terry Tate: Office Line-Backer" campaign. The :30 spot features Tate going through his daily conditioning paces sporting Reebok's "Scrimmage" cross-trainer athletic shoe.

Moneyshots created all the logographics and taglines as well as provided cosmetic background treatment such as digitally replacing walls that were removed for on-set camera access and floor "clean-up," using Flame.

"We don't simply aim to provide the obvious, big-hit effects," said Moneyshots' visual effects supervisor, Chris Eckardt. "The creative texturing and polishing of the details also makes a spot standout visually.

Flame artists for Moneyshots were Elad Offer and Tetsuo Yoshida. The spot, directed by Marc Buckland, was developed and produced by The Arnell Group, New York and Hypnotic, Los Angeles. The producer was William Green. It debuted on FOX Sports, ESPN and Comedy Central.

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