New York-based design, animation and VFX studio, ‘rhinofx’ recently collaborated with ‘Uncle’ Director Gavin Bowden to create two :30 spots for Toyota which showcase the best-selling Camry and RAV4 with transformation techniques that take viewers both in and out of the vehicle and across CG backgrounds.
The company used a combination of live-action and CG manipulation techniques to showcase both the broad appeal and versatility of the vehicles. The Camry tours the city as a variety of people imagine themselves inside, while the RAV4 rambles through an ever-changing backdrop alternating between mountainous terrain and an urban environment.
“The biggest challenges for the series were in determining exactly how to integrate the visual elements into completely seamless transitions,” said ‘rhinofx’ CD/VFX Director Vico Sharabani. “It was like trying to figure out a puzzle, with the previs, motion control, and production requiring pretty extensive planning. For the Camry, we had to continuously integrate one person in two separate locations, synthesizing their interaction with both the interior of the car and the exterior environment. We then used CG elements to augment additional features of the city, like the 3D sculpture and the billboard, into the Camry spot. For the RAV4 spot, we did quite a bit of work on the end shots and blend of the transitions, as well as to create the realism in the mountain scenery and lake reflections.”
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.
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