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Thursday, February 05, 2009
Super Bowl XLIII: Autodesk Technology Key Player in Commercials
PVC News Staff | 02/05
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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