rhinofx recently integrated CG cars into a re-release of five 2007 Mercedes Benz spots, updating the spots to include 2008 models. The company used a combination of 2D and 3D techniques to replace the live-action footage with CG versions of the cars, while maintaining the integrity and look of the original spots.

Commenting on the ramifications, rhinofx’s Partner/Managing Director, Rick Wagonheim notes, “We are certainly in an exciting time for VFX. Though the spots were originally shot without any intention of re-use, our ability to combine today’s technology with the right creative eye represents a powerful opportunity for our clients. This type of modeling and rendering allows for a tremendous amount of savings in both time and resources, without sacrificing anything in terms of quality and realism.”

To integrate 2008 CG Mercedes models that look, feel, and move realistically, we started with the original live-action that was shot last year, analyzed and incorporated each of the cars’ new design features. We took the original CAD data, stripped it down and cleaned up the visual components, and actually brought in and analyzed pieces of the cars in our studio. This type of work is challenging both technically and creatively, as it involves producing precise shapes, textures, and details for each part, as well as the manipulation and integration with the live action backgrounds and movement. Vico Sharabani rhinofx CD/VFX Supervisor.

Our 2D and 3D teams came together to tackle the final elements. Working in both Flame and Maya, our artists carefully tracked every aspect of the lighting including glares, reflections, bouncing, and shadows into the CG models to produce the realistic feel and motion. The output for one of the spots, Snowmobile, which was done entirely in HD, actually has more CG elements than what was originally shot on film. Vico Sharabani rhinofx CD/VFX Supervisor.

About rhinofx:
Since its launch in 2000, rhinofx has created award-winning visual effects, design, and animation for commercials, VFX for feature films, episodic television, webisodic mini-series, and videogame cinematics. The company’s principals and artists have also led the industry’s exploration into the boundless potential of branded digital content. By cultivating extensive relationships with key brands, advertising agencies, and film/TV studios, rhinofx utilizes its creative directors and artists to develop and execute powerful branded entertainment to build both identity and awareness.

The Creds:
Client: Mercedes-Benz
Spots Title: Snowmobile
First Air Date: Jan. 02, 2007

Agency: Merkley + Partners/NY
GCD/Copy(s): Chris Landi, Scott Zacaroli
Group CD/Art Director: David Fox
Agency Producer: Alex Kobak

Production Company: H.S.I./bicoastal
Director: Arni & Kinski
EP: Ellen Jacobsen
Producer: Amanda Clarke

Editorial: Cosmo Street/NY
Editor: Steve Bell
Producer: Karen Henegan
Telecine: Company 3/NY

Post/Effects: rhinofx/NY
CD: Vico Sharabani
Lead Inferno Artist: Julie Mai
Inferno Artist (s): Udi Edni, Dan Kelly
Digital Artist/TD: Bogdan Mihajlovic
TD/Lead Lighter: David Berfgoff
Digital Artist/Modeler: Chris Hill
Digital Artist/ Particles: Ivan Guerrero
Managing Director: Rick Wagonheim
Senior EP: Camille Geier
Producer: Linda Gallagher

Music: WickedMusic.com /NY
Producer: Daniel Freedman
Composer: Fer Isella

Shoot Location: Canada

View Mercedes spot here.