Asylum & Tarsem Move Beyond The Big Screen for Kia
Asylum, in collaboration with @radical.media’s Tarsem create a memorable :60 via David & Goliath for the new Kia Forte. Basking in its own spotlight, the Kia Forte sits on a soundstage flanked by giant screens. From these screens historic images of man’s first space walk, the ceiling of the Sistine Chapel and the mass production of the first gasoline engine play out. Soon these scenes take on a life of their own, moving beyond the screen and blending seamlessly onto the soundstage, courtesy of the inventive team at Asylum.
The message is clear. Kia may not be the first car company to offer class-leading horsepower, fuel efficiency, advanced technology, innovative safety equipment and attention to detail, but they are the first to offer it all, standard, in one incredibly affordable model: the stylish Forte.
“The greatest challenge with this spot was how to handle such massive screens while still turning the project around on deadline,” noted Asylum VFX Supervisor/Lead Inferno Artist Rob Moggach. “Our team improvised and composed the CG screens and their footage during post and integrated it with the live-action footage to make it appear as if it were projected on the screens. This way they were able to change composition, content and the overall aesthetic.”
Asylum is a premier visual effects and design company, handling high-profile features, commercials, music videos, and emerging media content for web and mobile platforms. Asylum created the visual effects for such films as the upcoming Terminator Salvation, The Curious Case of Benjamin Button, Pirates Of The Caribbean ll & lll, Master And Commander: The Far Side Of The World (Academy Award and BAFTA nominated), Moulin Rouge, Minority Report, Phantom Of The Opera, Mel Gibson’s Apocalypto, Tony Scott’s d?¬¨¬©j?? vu, Man on Fire & Domino and Ridley Scott’s Black Hawk Down.
Asylum has done spot work for brands such as Hershey’s, Nike, Sony Playstation, Coke, BMW, Gatorade and Visa. In addition, Asylum Design has created award winning title and graphic design work for such films as Tim Burton’s Charlie and the Chocolate Factory, Bedtime Stories, X-Men I & II, The Island, Bad Boys II and XXX.
Client: Kia Motors America, Inc.
Spots Title: Kia Forte “Pioneers”
Air Date: July 2009
Agency: David & Goliath
Chairman, Chief Creative Officer: David Angelo
ECD: Colin Jeffery
ACD: David Cuccinello
Art Director: Adam Nelson
Copywriter: Tim White
Senior Producer: Paul Albanese
Prod Company: @radical.media
EP(s): Frank Scherma, Tommy Turtle
Head of Production: Cathy Dunn
Editorial: Whitehouse LA
Editor: Ben Stephens
Assistant Editor: Page Marsella
Producer: Justin Kumpata
Lead VFX/Inferno Artist: Rob Moggach
EP: Michael Pardee
Producer: Ryan Meredith
Bidding Producer: Michael Hanley
CG Producer: Jeff Werner
CG Supervisor: Jens Zalzala
Coordinator: Emily Hoovler
Inferno(s): Miles Essmiller, Jonathan Hicks
3D Modeler: Greg Stuhl
On Set Tracker: Eddie Offermann
Lead Lighter: Yurichiro Yamashita
3D Texture: John Hart