San Francisco-based RADIUM has animated more than a half-dozen 3Dcomputer-generated building block characters for "Toys," a nationaltelevision spot promoting Wrigley's Juicy Fruit Gum. Conceived by BBDO(Chicago, IL), the 30-second spot revolves around a group of toy figuresthat spring to life in pursuit of the sweet taste of Juicy Fruit. Thecommercial blends 3D animation, 2D effects, live-action and cel animation.Radium created the tiny plastic blok characters as 3D elements. Afterwards,cel animated facial expressions, produced by Celluloid Studios (Denver,CO), were texture-mapped onto the 3D models by compositors at Radium.William Opdyke was director of computer graphics and Dana Townsend wasRadium's executive producer.
