(Dallas, Texas--January 31, 2013) Dallas/Santa Monica-based digital studio Reel FX creates luck out of thin air in an artful, VFX-laden new :30 “Imagine” for the Florida Lottery out of John & Partners, Jacksonvilla, FL. The spot features a daydreaming man on a balmy beach accompanied by dollar-bodied butterflies, cloud-shaped images of wealth and graceful, low-flying flamingos.
to see the spot.
Director Kevin Althans collaborated closely with agency creatives to turn around this visually striking mixed media spot on a compressed timeline. Once concepts and initial assets were agreed upon, the Reel FX animation team immediately went to work with previs, then quickly moved into modeling, rigging and animation done in Maya as well as CG composites completed in Nuke and color and online executed in Inferno. Meanwhile, Althans chose to take a weather gamble and utilize the stunning Miami beaches for the live shoot, rather than going with the “safer” studio option. He notes, “We lucked out with absolutely stellar skies and sunset on a beach in Miami. The heavens opened up and it poured rain 45 minutes after we wrapped!” The footage captured on a Red Epic was transcoded on set to ProRes and Althans worked with ReelFX’s Dale Carman on the final cut, which was delivered later that evening.
“Imagine” opens on the aforementioned butterfly fluttering past the man luxuriating in the sand. A voiceover begins, “Imagine boundless possibilities. Where the only limits are the limits of one’s dreams.” We see a cloud-shaped mansion, speedboat and graduation cap. The man cycles through the nebulae as if flipping through a smart phone. The voiceover continues as flamingos fly by and into the sunset, “Imagine feeling lucky every single day and hope and opportunity soaring to all new heights.” The sunset fades to white and the spot closes on the logo and tag, “The Florida Lottery. Just imagine.”
About Reel FX
Reel FX is a fully integrated movie studio that develops and produces both animated films and live action movies. The company’s development slate includes Day of the Dead, Turkeys, and Beasts of Burden.
Reel FX launched its feature length development and production slate in 2010 after almost 20 years of experience as an award-winning one-stop studio for the creation of animated content including films, special attraction/live venue projects, commercials, and interactive projects for companies like DreamWorks Animation (Rise of the Guardians), Fox, Warner Bros. and Universal Studios.
Since starting the development and production of feature films, Reel FX has aligned itself with some of the most recognized and respected names and brands in the entertainment industry for its projects including Cirque Du Soleil: World’s Away (Cirque Du Soleil, James Cameron, Andrew Adamson, Aron Warner), Day of the Dead (Guillermo Del Toro, Jorge R. Gutierrez), Beasts of Burden (Dark Horse Comics, Andrew Adamson, Aron Warner) and Turkeys (Jimmy Hayward, Craig Mazin).
Agency: John & Partners, Jacksonville, FL
Title: “Imagine” :30
Imagery & Animation: Reel FX Creative Studios
CG Supervisor: Ludo Michaud
Animation Supervisor: Jason Taylor
Creative Directors: Barrett Lewis, Kevin Althans
Art Department: Crystal Leal, Paton Tunstall, Hunter Athey, Todd Wilbur
Graphic Design: Bill Nuske
Motion Designers: Jackson Armstrong, Kyle Craig
Layout Artists: Brandon Fricks, Crystal Leal
Animation Leads: Hunter Athey, Todd Wilbur
Animators: Shaun Freeman, Eric Sanford, Marc Rienzo, William Wallace
Lighting Artists: Brandon Fricks, Crystal Leal
VFX Artists: Jared Brower, Jason Cunningham, Laychin Lee
Director: Kevin Althans
Producer: Kurt Kirchner
Audio Artists: Frank Pittenger, T.J. Callaway
Production Management: Gary Banks, Kurt Kirchner, Steve Johnson, Sherry Wallace
Senior Management: Dale Carman, Keith McCabe