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Super Bowl XLIII: Autodesk Technology Key Player in Commercials

SAN RAFAEL, Calif., Feb. 3, 2009-Leading advertisers and movie studios
relied on technology from Autodesk, Inc. (NASDAQ: ADSK) to tackle the
cutting-edge visual effects and animation integral to delivering their
Super Bowl XLIII message.

“Super Bowl commercials and trailers are some of the most demanding

entertainment projects in the world,” said Bruno Sargeant, senior industry

manager for television and broadcast, Autodesk Media & Entertainment. “For

over 15 years, leading creatives have relied on a variety of Autodesk

solutions to shape awe-inspiring content.”

Several movie studios unveiled movie trailers during the Super Bowl to

generate excitement for upcoming releases. Industrial Light & Magic (ILM)

worked on two films whose trailers aired during the game: Transformers:

Revenge of the Fallen and Star Trek. On both projects, ILM used Autodesk

Maya 3D modeling, animation and rendering software and Autodesk Inferno

visual effects software as part of ILM’s SABRE system.

Numerous post-production facilities used Autodesk technology to work on the

creation of Super Bowl commercials (see Autodesk YouTube channel for links

to these commercials):

o Brickyard VFX worked on an impressive number of commercials: Bud Light

Lime’s Sphere of Summer, as well as Thugs, a commercial for a Denny’s

campaign. Both were shaped with the Autodesk Flame visual effects software

(Maya was also used on the Budweiser commercial). In addition, Brickyard

VFX used the Autodesk Smoke finishing effects software on Cash4Gold.com’s

One Up.

o PSYOP created three commercials that aired during the game: Coca Cola’s

Heist, Kellogg’s Plant a Seed as well as Fandamonium for Monster.com. All

were created with Flame, Maya and Softimage|XSI 3D modeling, animation and

rendering software.

o The Mill worked on the Gatorade Manifesto multi-commercial campaign using

Flame, Maya and Autodesk Combustion compositing software and The Chase for

Audi using Flame and Combustion.

o Method Studios created six commercials using a host of Autodesk tools.

Method used Flame and Combustion on five commercials: Tips for Career

Builders, The Ladders’ Little Creatures and Chairs, and Pepsi’s Pass and

Refresh Anthem - on which Maya was also used.  Method also used Flame and

Maya on Hulu’s Alec in Huluwood commercial.

o Framestore NY had a prolific Super Bowl season with six commercials:

Bridgestone’s two-commercial campaign Hot Item and Taters, and General

Electric’s Scarecrow. All were all shaped with Flame and Maya.  As well,

Framestore used Flame on E-Trade’s 401Kand Wings, and on Double Take for

Monster.com.

o MPC used Flame for compositing and 3D projection and Autodesk Burn, a

Linux-based rendering software for Pedigree Crazy Pets.

o Smoke & Mirrors New York used Flame for conforming and compositing the

Castrol Grease Monkeys commercial.

o Asylum worked on two commercials that aired during the game Coke Zero

Mean Troy using Inferno, Smoke and Flame and Teleflora Talking Flowers

using Inferno, Smoke, Flame, and Maya for modeling, rigging, animation and

lighting of the flower.

o Radium used Maya and Inferno for a Nextel Roadies commercial as well as

for two Sprint commercials which aired pre-game Highschool and Petals.

o AXYZ worked on the Budweiser Fetch commercial using Inferno.

About Autodesk

Autodesk, Inc., is a world leader in 2D and 3D design software for the

manufacturing, building and construction, and media and entertainment

markets. Since its introduction of AutoCAD software in 1982, Autodesk has

developed the broadest portfolio of state-of-the-art Digital Prototyping

solutions to help customers experience their ideas before they are real.

Fortune 1000 companies rely on Autodesk for the tools to visualize,

simulate and analyze real-world performance early in the design process to

save time and money, enhance quality and foster innovation. For additional

information about Autodesk, visit http://www.autodesk.com.

Autodesk, AutoCAD, Burn, Combustion, Flame, Inferno, Maya, Smoke ,

Softimage and XSI are registered trademarks or trademarks of Autodesk,

Inc., and/or its subsidiaries and/or affiliates in the USA and/or other

countries. All other brand names, product names or trademarks belong to

their respective holders. Autodesk reserves the right to alter product

offerings and specifications at any time without notice, and is not

responsible for typographical or graphical errors that may appear in this

document.

© 2009 Autodesk, Inc. All rights reserved

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