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SimEx Dives Right Into Kellogg's Frosted Flakes Spot

Santa Monica, California's SimEx Digital Studios has completed work on a new 30-second Kellogg's Frosted Flakes commercial. The artists at SimEx provided 2D animation, compositing and editing for the new Kellogg's spot, called "High Dive," starring Tony the Tiger. Director Jean Perramon's team created Tony in the famous "Tex Avery-style." The commercial revisits classic 1940s style animation while using snappy cuts to keep it fresh. Cel animation was created at SimEx by the team of Frank Molieri, Shane Zalvin, Mark Kausler, John Howley and Roberto Casale, with cel assistant directors Charlotte DeBlock and Ingin Kim. Digital ink and paint was completed at SimEx using the Toonz system. Compositing was completed by Kieron Lo and Chris MacKinnon. Key technology utilized included Alias|Wavefront Power Animator and Maya. All elements were composited using Avid's Media Illusion, and then edited on Avid's Film Composer by SimEx editor Jamie Norton. Christina Cox served as producer for the project. The spot was produced by advertising agency Leo Burnett/Chicago.

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Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.