SOURCE: SWAY Studio

September 20, 2006 11:00 ET

SWAY Studio Revs Up Robots for New Hyundai Commercial

30-Second Spot Features 362 Synchronized Dancing CG Animated Robots

LOS ANGELES, CA -- (MARKET WIRE) -- September 20, 2006 -- A tribute to Hyundai's new facility in Alabama where over 300 robots touch the car as it goes through production; SWAY Studio brings energy, precision, dance and music to astonishing levels in the new Hyundai Santa Fe commercial. SWAY Studio's talented character animators unite the performance of a professionally choreographed live dance team with 362 computer generated (CG) robots to produce a truly unique commercial that evokes the spirit of a live marching band while cleverly generating excitement for the launch of a new car and production plant. The :30 spot began airing nationwide on Tuesday, Sept. 19, 2006.

"SWAY specializes in taking ideas that would be too restrictive if done in a strictly live-action environment and transforming them into photorealistic 3D, which is one of the reasons why we were eager to work on such an interesting spot," said John Allardice, director at SWAY Studio. "From the concept to the movement and execution, the Hyundai Santa Fe spot involved working with many detailed and precise elements in order to produce 362 perfectly choreographed dancing robots. It was an interesting challenge and we are thrilled with the end result."

SWAY started with a live action performance that involved a professionally choreographed dance team. Each member specialized in a particular dance style, including hip-hop, krump and vogueing. Due to the fast-paced routine and individual subtleties of the dancers, SWAY decided not to use motion capture to produce the animation. Instead, SWAY shot the dancers with multiple high-definition cameras, both at normal speed and in slow motion, to fully capture the details and intricacies of their movements. For the commercial, the dancers' movements were interpreted by SWAY's character animation team to develop the movements for the CG robots.

"In this case, we decided against straight motion capture as the various models of robots had different numbers of arms and legs than the dancers," continues Allardice. "What we wanted was an interpretation of the dancers' routines, rather than a straight recording. The final performance of the robots is a blend of the dancers' skills and our character teams' inspiration."

SWAY utilized a variety of off-the-shelf and proprietary hardware and software to compete the spot. The most prominently used tools were 3ds Max® and Lightwave 3D®for animation, V-Ray for rendering, NUKE™ for compositing, and SCRATCH for color grading.

The Hyundai Santa Fe spot was directed by John Allardice and produced by Matt Winkel. To view a clip from the commercial, and download stills please visit www.swayftp.com/HyundaiDrumline.htm.

About SWAY Studio

SWAY Studio is one of the top visual effects shops in North America. SWAY's aim is to help advertising agencies eliminate traditional views of how their products are seen and enable creative teams to dream big -- if it can be imagined, SWAY can make it happen. There is no limit to what SWAY can accomplish in a photoreal world. The goal is to confuse the viewer into believing that everything is real with no thought about effects.

SWAY's proprietary software has been used to create stunning visual effects and spots for Chevy, Mazda, Pontiac, Nissan, Honda, Hyundai, Hummer, Jeep, Lexus, Toyota and Cadillac. The software replicates the performance of any vehicle with complete precision.

Currently located in Westwood, Calf., SWAY is moving its headquarters to Culver City. For additional information on SWAY Studio, visit its website at www.swaystudio.com.

CREDITS

Agency:
The Richards Group
                Steve Levit                     Creative Director
                Tim Tone                        Art Director
                Terence Reynolds                Art Director
                Mike Duckworth                  Copy Writer
                Phillip Lopez                   Broadcast Producer
                Ally Collinsworth               Producer

Visual Effects
SWAY Studio

                John Allardice                  Director/Editor
                Mark Glaser                     Creative Director
                Shira Boardman                  Executive Producer
                Michael Pardee                  Executive Producer
                Matt Winkel                     Producer
                Marc D. Rienzo                  Compositing Supervisor
                Aaron Powell                    CG Supervisor
                Jodi Campanaro                  Compositor
                Maciek Sokalski                 Compositor
                Chris Bankoff                   Compositor
                Daniel Buck                     Digital Artist
                Rob Meyers                      Digital Artist
                Christine Felman                Digital Artist
                Kyle Toucher                    Previs
                John Karner                     Lead Animator
                Abel Salazar                    Animator
                Tim Ranck                       Animator
                Rob Glaser                      Animator
                Richard Wardlow                 Technical Director
                Carlos Anguiano                 Technical Director
                Terry O'Gara                    Coordinator
                Zak Thornborough                Production Supervisor
                Jeff Julian                     Production Designer
                Herald Belkar                   Production Designer
                Kishaya Dudley                  Choreographer

Music
Primal Scream
               Nicole Dionne                   Creative Director/Owner
               Scott Burton                    Producer

All brand names, product names, service marks or trademarks belong to their respective holders.

Reader Contact:
SWAY Studio
1100 Glendon Ave, Floor 17
Los Angeles, CA 90024
310.689.7237 office
310.689.7272 fax
info@swaystudio.com
www.swaystudio.com

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