Lexus debuted its gorgeous 2013 Lexus GS on the Super Bowl, the first-ever appearance on the big game for the brand. 'The Beast,' from Attik San Franciso and directed by Hazel Films' multifaceted Simon Needham, suggests quite literally that the "next generation of Lexus will not be contained." The Mill L.A. handled the spot's VFX.
Director:
Simon Needham
Production Company:
Hazel Films
Agency:
Attik
Creating the dent and explosion, the culmination of which is the stuff of high-octane blockbuster car chases, were the centerpiece of The Mill team's work, explains Sabrina Elizondo, our VFX Producer on 'The Beast.' The Mill added CG set extensions and obstacles for the Lexus GS to weave around. The dent and particles from the exploding container were also created in CG.
Our Head of 3D John Leonti was VFX Supervisor and Lead 3D Artist on 'The Beast,' while Tim Davies headed up the 2D team.
While tracking was the biggest challenge, mainly because of camera speed and varying angles, 'The Beast' proved to be a rewarding creative project. "Simon [Needham] is a creative tour de force and the Attik team were great collaborators," Elizondo says. "'The Beast' is a unique spot that is suspenseful and interesting. It definitely makes a statement about the power and design of the car. Perfect to spotlight on the Super Bowl!"
Agency: Attik
Senior Producer: Michele Morris
Creative Director: Rom Lim
Senior Copywriter: Mike Brenner
Senior Art Director: Greg Coffin
Account Director: Amanda D'Aloise
Co-founder/Executive Creative Director/Director: Simon Needham
Production Company: Hazel Films
Director: Simon Needham
Executive Producer: Jamee Natella
Producer: Jon Goldberg
Director of Photography: Daniel Ardilley
Editing Company: Pistolera Post
VFX & Design: The Mill
Executive Producer: Sue Troyan
VFX Producer: Sabrina Elizondo
Shoot Supervisor: John Leonti
2D Lead Artist: Tim Davies
3D Lead Artist: John Leonti
2D Artists: Elad Offer, Tim Bird, Dag Ivarsoy, Sarah Eim
3D Artists: Andre De Souza, Josh Hatton, James Brady, Martin Rivera, Yorie Kumalasari, Nick Lines, Emil Balek, Tony Alexander, Tom Graham, Kyle Moore
Assist: Margolit Steiner
Matte Painting: Andy Wheater
Production Coordinator: Mary Melendez