Zoic Studios Uses Industry-leading Z.E.U.S. Technology to Create New “Prius: Kingdom” Commercial
LOS ANGELES, Feb. 21, 2012 /PRNewswire/ — Zoic Studios, an award-winning visual effects company headquartered in Culver City, Calif., has announced the first use of Z.E.U.S. (Zoic Environmental Unification System), in an automotive industry commercial for the new “Prius Kingdom” spot airing nationally. To execute a vision first described by the VFX firm’s client, agency interTrend Communications — the Asian American marketing agency of record for Toyota Motor Sales, U.S.A., Inc. — as “a golf course on Pandora,” Zoic Studios used their proprietary Z.E.U.S. technology to realize a spectacular, panoramic all-virtual environment for the spot on a relatively small green-screen stage.
Z.E.U.S., Zoic Studio’s pre-visualization process, combines the benefits of real-time compositing with an integrated editorial and CG pipeline. Revolutionizing the approach to visual effects, Z.E.U.S. provides real-time camera tracking and rendering of the virtual environments on set, bringing unprecedented creative flexibility for the cast and crew working on the green screen stage. Heavily used on popular episodic series’ including Once Upon a Time, Pan Am and V, the real-time feedback from Z.E.U.S. delivers never-before-seen set capabilities and film quality effects on a television budget and schedule.
The creative represented a collaborative effort between interTrend, their long time multi-cultural production partner Rival Pictures/ LFP, and director Rob Feng, who worked closely with agency creative lead Eugene Kim to set the stage for the highly stylized Prius Kingdom: a family team of “pri-ologists” traverse through a wilderness in search of an evolved new species. As they emerge into a vast, eye-popping clearing they spot the four new Prius models grazing in the wild – the roomy “v,” sporty “c,” and efficient “Plug-in” – driving alongside the familiar Prius “Liftback.” As the cars make a rare stop at a refueling pump, the family gives chase to discover many new Prius features. Amid rolling green hills, red wildflowers and whimsical bonsai-like trees, each Prius model is showcased against a backdrop of white-cliffed palisades and cascading waterfalls. Prius: Kingdom can be viewed at http://www.youtube.com/watch?v=Ya99UBolpGQ.
“The concept was layered and rich, and the visuals needed to tell it had to be unlike anything we were used to seeing,” said Rival/ LFP’s executive producer Frank Mele. “To execute, we had to step outside of the box, and we knew Zoic would be a perfect partner to help create them.”
“Z.E.U.S. changes the equation for productions large and small, allowing realistic virtual environments to be quickly created to meet budgets as well as timeframes associated with commercials and episodic work,” said Chris Jones, executive creative director and co-founder of Zoic Studios as well as co-executive creative director for the spot. “When Rob laid out his vision for Prius Kingdom, we knew Z.E.U.S. was the answer, transforming his stylized ideas into reality. We’re thrilled to employ Z.E.U.S. for the first time in an automotive spot for Toyota.”
The Z.E.U.S. Shoot – Adapting for Automotive Work
For budget purposes, the decision was made to shoot the commercial on the Universal Virtual Stage (UVS-1) at Universal Studios, a facility which Zoic helped to develop. An immersive, three-wall green screen “smart stage,” UVS-1 allowed for a cost-effective alternative to prepping, pre-lighting, and configuring the camera from scratch at another stage.
Executive Creative Directors Chris Jones and Andrew Orloff worked together to employ Z.E.U.S. in a new and exciting way to realize Feng and interTrend’s vision. Using Z.E.U.S. for automotive work required some modification to the system, since the witness camera typically mounts above the Arriflex Alexa camera, and requires direct line-of-sight to a tracking array in the ceiling for data capture. Car beauty lighting involved large reflective silks above the set, obscuring Z.E.U.S.’ ceiling markers.
Demonstrating Z.E.U.S.’ flexibility, Zoic Studios engineered the UVS-1 facility to incorporate an encoded crane – the Teloscopic LLC Techno Jib – prior to the shoot day. This proved invaluable for capturing accurate, real-time tracking data, while also helping the crew to move efficiently through multiple set-ups of the four Prius vehicles and talent. On the shoot day, a live composite was generated for each camera take using the Lightcraft system, an integral component of the Z.E.U.S. pipeline. Seeing the game-version asset of the virtual environment in reference to the live HD video feed of talent and cars through an iPad app, also designed by Zoic, Feng was able to refine camera moves and lens choices for optimum effect.
Production complete, Zoic Studios editorial imported the pre-composited footage and completed the edit with the director. Senior Editor Dmitri Gueer cut the spot in-house for Zoic Studios. Special attention was paid to finessing the speed and scale of each Prius vehicle and choreographing the four models, which were sometimes driven in separate takes due to the size of the stage. Once the edit list was generated, Zoic reconciled tracking data with the green-screen footage through time code. This gave CG artists the ability to reestablish the camera’s position in the final version of the virtual environment.
Creating the Virtual Environment
Doug Ludwig led the visual effects team with Steve Meyer overseeing Flame composition and 3D supervision by Andy Wilkoff and Mike Kirylo. In post production, the CG team worked with the director to customize the environment layout for each shot, sculpting the rolling hills and placing the trees, flowers and refueling pump in relation to the deeper mountain background. Every aspect of the terrain was modeled in Autodesk’s Maya and rendered using Chaos Group’s V-Ray render engine. Leveraging V-Ray’s robust global illumination, subtle bounce lighting and nuanced shadow details were accurately and efficiently rendered in full 1080 HD, bringing the natural setting to life. Proxy geometry and fur systems easily produced very high resolution tree models and lush grass textures. Specific placement of wildflowers patches added color and dimension. Finally, each scene was deconstructed and rendered in specific layers to give the compositing team the necessary control to manipulate the final image.
Using The Foundry’s Nuke software, along with custom tools developed for Nuke and Z.E.U.S.-based shows, Zoic’s compositors quickly processed the green-screen footage to realize near-final working comps. With Nuke’s 3D and projection capabilities, along with Kronos, The Foundry’s retiming software, compositors matched editorial’s placement and pacing, but allowed for seamless spatial integration within the virtual environment. Several matte passes, XYZ shaders, and normal maps enabled the team to adjust the look of the environment based on elevation, depth, and contour. Each vehicle was spill suppressed two ways, for sky and for the grass, giving the Prius family a more integrated look. As a final touch, each Prius was tracked and match-moved with a CG duplicate, placed into the scenes to catch natural environmental reflections.
About Zoic Studios:
Zoic Studios is a multiple Emmy and V.E.S. award winning visual effects (VFX) company headquartered in Culver City, CA that specializes in visual effects for feature films, episodic television, commercials, video games, advertising and design. Founded in 2002, the company has expanded to a full-scale global VFX powerhouse with studios in both Los Angeles and Vancouver, BC that is redefining the industry, efficiently delivering over 500 visual effects shots per week on time and within budget. Zoic has created effects for popular television shows such as Battlestar Galactica, Buffy the Vampire Slayer, CSI, Fringe, V, True Blood and its Emmy-winning work on Firefly. Film credits include District 9, Zombieland, Get Smart, Spiderman 2, The Day After Tomorrow and many others. Zoic has also delivered ground-breaking visual effects in commercial spots for high profile brands including PlayStation, Craftsman, Gatorade, Jeep, ESPN and Walmart.
For more information on Zoic Studios, please visit: www.zoicstudios.com.
About Rob Feng:
Director Rob Feng, who works with Rival Pictures/ LFP in multi-cultural markets, has just signed with Paydirt Pictures for general market representation. Rob previously worked with interTrend on the Toyota Corolla “Big Dreams” Campaign, which won the 2011 ANA for multi-cultural digital campaign.
interTrend is the most innovative, digitally savvy Asian market agency in the country. This year we are proud to celebrate our 20th anniversary.
interTrend Communications, Inc. is located at 555 E. Ocean Boulevard, 9th Floor in downtown Long Beach.
About Toyota Motor Sales, U.S.A., Inc.:
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than 1.76 million vehicles in 2010. Toyota directly employs nearly 30,000 people in the U.S. and its investment here is currently valued at more than $18 billion.
CREDIT LIST ----------- Spot Title: "Prius Kingdom" Client/Production: Toyota/Prius Agency: interTrend Communications, Inc. Executive Creative Director: Oliver Chan Art Director: Eugene Kim Agency Producer: Clinton Otteson Director: Rob Feng Director of Photography: Flor Collins Production Company: Lawrence Fell Productions Executive Producer: Frank Mele Producer: Andy Seshiki Visual Effects Company: Zoic Studios Executive Creative Director: Chris Jones & Andrew Orloff Executive Producer: Ian Unterreiner Producer: Erin Hicke VFX Supervisor: Doug Ludwig Lead Flame: Steve Meyer 3D Supervisor: Andy Wilkoff & Mike Kirylo Editorial Company: Zoic Studios Executive Producer: Ian Unterreiner Producer: Erin Hicke Senior Editor: Dmitri Gueer
Joe Schneider, Rogers & Cowan, (310) 854-8140, email@example.com
SOURCE Zoic Studios