Computer Graphics World

March / April 2015

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TELEVISION COMMERCIALS USE VFX TO MAKE CREATIVE CUSTOMER PITCHES BY KAREN MOLTENBREY ometimes TV commercials use celebrity spokesmen to get viewers' attention. Sometimes they use comedy. And, sometimes they incorporate amazing animation and stunning visual effects. Today, many VFX facilities that handle high-end film work also have a com- mericals division: Digital Domain, The Mill, Moving-Picture Company (MPC), and Framestore are but a few. Oen, the visual effects teams working on advertising projects face bigger hurdles than their feature-film counterparts, with tighter bud- gets and shorter deadlines. And although the projects are short form, usually 30 to 60 seconds, they are long on creativity and pizazz. The following are some recent spots that push the creative boundaries with the help of computer-generated imagery. Spot On S

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