RELEASES

.COMPLETE CREDITS HERE.
 

Scene 1 from Hummer SUT "Jungle."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.


Scene 2 from Hummer SUT "Jungle."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.


Scene 3 from Hummer SUT "Jungle."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.


Scene 4 from Hummer SUT "Jungle."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.

Contacts:
Roger Darnell
DWA for a52
1.828.264.8898

For Immediate Release

HOLLYWOOD — Clio-winning Los Angeles visual effects company a52 today detailed their role in finishing a new broadcast campaign for the Hummer SUT from HSI, directors Arni and Kinski and Emmy-award winning visual effects supervisor Simon Scott for Modernista.  The :30 spots entitled “Jungle” and “Scanner” debuted last week.

“Jungle” features an effects-enhanced infrared POV traveling through a jungle, leading to the discovery of the new Hummer.  “Scanner” begins with a photograph of the new SUT being photocopied, then transitions to a kaleidoscopic montage showing the SUT driving down a tree-lined road at night.  Both spots presented unique visual effects challenges, and Simon Scott – whose company is named Process Effects – said that his choice of working with a52 to handle them came easily.

“There are very few places in Los Angeles where I can work, where my process is understood and supported,” said Scott, who previously collaborated with Arni and Kinski for Hummer and a widely acclaimed Levi’s campaign.  ““a52 is a company of artists and being such, they allow me to concentrate on fulfilling my vision.  Another bonus on Hummer was having Adam Pertofsky and Rock Paper Scissors right next door, which allowed the editorial and visual effects process to work symbiotically.”

“Jungle” was photographed by Arni and Kinski and director of photography Paul Laufer on 35mm Kodak infrared film stock.  Using flat-pass transfers from Company 3, Scott worked in one of a52’s Inferno suites to perform extensive color-look enhancements and create a psychedelic effect in key moments in the spot. 

Capturing the elements needed to complete the directors’ vision for the “Scanner” spot began with shooting a photocopier and its scanner mechanism.  Then, the directors traveled to Colorado to shoot 35mm stills of Aspen trees, which Scott had transferred in 3k resolution.  In one of a52’s Flame suites, he created two loops of Aspen tree imagery… one color and one high-contrast black-and-white.  On stage at LA’s Universal Studios, the SUT was photographed against black with both image loops projected onto it.  Applying a wide variety of live-action cinematic techniques, the team carefully captured elements that included the tree imagery reflected on the vehicle.

From there, as Scott related, “I worked with the material in the inferno using mixed high resolutions and color depths.  This allowed both a greater gamut of creative options while compositing and a richer level of color correction.”

Modernista’s team included executive creative directors Lance Jensen and Gary Koepke, creative directors Will Uronis and Shane Hutton and executive producer Charles Wolford. 

a52’s project team included executive producer Mark Tobin, producer Scott Boyajan and Combustion artist Dana Cernansky.
Production was overseen by HSI’s executive producer Ellen Jacobson.  In addition to Adam Pertofsky, the editorial team from Rock Paper Scissors included producer Saima Awan and assistant editor Naomi Spiro.  “Scanner” features the song “Freak” from LFO, and “Jungle” features Trabant’s “Enter Space Bar.”  Rohan Young at Lime Studios provided sound design and mixed both spots’ final audio.

About a52
Established in 1997 as a home for the very latest high-end photo-real visual effects technologies and the industry’s most innovative and talented graphic design artists, visual effects company a52 creates award-winning imagery for the world’s most visually ambitious commercial and television projects.  Having relocated to Santa Monica in 2007, the company’s work has earned AICP Show recognition for 11 consecutive years along with recent “Outstanding Commercial” Emmy, Andy, BDA, Belding, Clio, British Design and Art Direction, International Monitor, International Automotive Advertising, London International Advertising, One Show and PROMAX awards.  For more information, please call 1.310.586.0650 or visit www.a52.com.

"Jungle" QuickTime


"Scanner" QuickTime






Scene 1 from Hummer SUT "Scanner."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.


Scene 2 from Hummer SUT "Scanner."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.


Scene 3 from Hummer SUT "Scanner."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.


Scene 4 from Hummer SUT "Scanner."
Image courtesy of a52.
Click on thumbnail for 72dpi image. 
300 dpi version here.