This work represents the campaign’s fourth season featuring the adventurous animated Goldfish characters, and is the first time the campaign presents a progressive story arc spanning 10 commercials. At the end of Season 3, “Gilbert” is separated from his friends when he gets sucked up by a vacuum cleaner. Season 4 is dominated by the search for Gilbert by his Goldfish pals.
“We selected Blur for Season 4 because we wanted an entire season of episodic spots with a cinematic look and feel. Blur definitely delivered and treated our commercials as they would a film or television project, with film-quality animation, environments and nuanced performances,” said Salima Millott, content producer, Young&Rubicam, NY. “Blur is not only incredibly creative, but are also just great people to work with.”
Said Al Shier, Blur Executive Producer, “A big part of the mission with Season 4 was to create an entirely new experience with more filmic quality, experimenting with lighting, depth of field and camera moves to engage audiences and immerse them in this animated world.”
“Each Goldfish character has a distinct personality, from exuberant to adventurous, and the animation really brought them to life. It was important that each could be expressive in close-up shots and they needed to talk and emote with believability. We worked very carefully on the character rigging, color and textures to give them a lifelike feel,” shared Santos.
Blur’s animation team is well versed in character animation, having completed multiple film, television, commercial and game projects. In the Goldfish spots, Autodesk Softimage was used for character animation and modeling; environments and effects were completed using Autodesk 3ds Max. NVIDIA’s mental ray was used to render the spots and bring in cinematic lighting effects.
Blur Studio is an Oscar- and Emmy-nominated production studio based in Venice, California. Founded in 1995, the company provides award-winning animation, effects and design for a wide range of media – short films, large format films, commercials, concept art, feature effects, music videos, game cinematics and broadcast design. Notable clients include ABC, Disney, Universal Pictures, CBS, Microsoft, Paramount Pictures, 20th Century Fox, Sega, Activision, Nickelodeon, FOX Sports and THQ, among others. For more information, please visit www.blur.com.
Blur Studio’s “Goldfish Season 4” Credits
Director/Animation Supervisor: Leo Santos
Art Director/CG Supervisor: Dan Rice
Creative Director: Tim Miller
Executive Producer: Al Shier
Producer: Tom Slovick
FX Supervisor: Brandon Riza
Production Coordinator: Rachel de Jong
Layout: Franck Balson, Jeff Fowler, Andrew Grisdale, David Nibbelin, Leo Santos
Character Modeling: Chris Grim, James Ku, Jason Martin
Environment and Prop Modeling: Chris Bedrosian, Simon Blanc, Darren Butler, Zack Cork, Kris Kaufman
Rigging: Steven Caron, Enoch Ihde, Michael Stieber
Animation: Jeff Fowler, Jason Hendrich, Bryan Hillestad, Michael Loeck, Nick Maw-Naing, Leo Santos, Rini Sugianto, Jon Vener
Hair and Cloth Simulation: Jon Jordan, Becca Baldwin
Lighting and Compositing: Chris Bedrosian, Simon Blanc, Darren Butler, Jinho Jang, Brian Prince, Dan Rice, Fabio Stabel, Dan Woje
FX: Johanes Kurnia, Torbjorn Olsson, Brandon Riza
Technical and QC Supervisors:Shaun Absher, Steven Caron, Ben Durkin, Sze Jones, Michael Stieber
Concept Design: Chuck Wojtkiewicz , Sean McNally, Hugo Martin, Francisco Ruiz
Graphic Design: Jennifer Miller, Norn Jordan , Harry Frank
Production Assistant: Amanda Powell
Tools and Scripts: Karl “Krash” Goldshmidt, Eric Hulser
Programming and Systems Administration: Duane Powell, Jeremy Donahue, Paul Huang, Matt Newell
Composer: Rob Cairns
Sound Design and 5.1 Mix: Gary Zacuto, Shoreline Studios
Submitted: 2009-11-12 20:54:31 UTC
Tags: fx, Gilbert, Salima Millott, Dan Rice, Al Shier, Leo Santos, digital content creation, animation, CG, Young & Rubicam, Blur StudioGolfish, and Blast Off,
Software: 3dsmax and Softimage