Elastic / A52 : Adidas “Game Changer”

Interact with Dwight Howard as well!

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In Snow Trip, Elastic stirs up yet another vivid spot in their round-the-clock campaign for Honda.

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For our first post of the new year, it seems appropriate to belatedly post a piece by a shop that is sure to continue to rise in 2010. With a VFX assist from their bro a52, Elastic’s most recent spot for Adidas, out of 180 LA, proves their ability to the rock world of playful, illustrative storytelling with the same confidence as their more sophisticated live-action/VFX hits.

This VO-driven short takes us on a visual journey through the ways KG and Derrick Rose have customized their shoes throughout the years. Each style gave an opportunity for Elastic to flex their own arsenal of style and technique.

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Elastic/a52 releases another colorful component of the Honda Accord Crosstour campaign for agency RPA.

Directed by Andy Hall, “Boxes” builds on the lively minimalism of “Instruments,” with transitional moments powered by the expansion and contraction of nested squares that look like Albers paintings on acid—neon-lit and full of kinetic possibility.

The rendering in this series reminds me a little of Smith & Foulkes’ work for HP. Both worlds are full of chunky, stylized forms and almost tangible streams of color—worlds I’d like to spend some time in, if I only knew how to find them.

Project Name: Honda Accord Crosstour “Boxes”
Running Time: :30
Release Date: 11.29.09

Client: Honda

Advertising Agency: RPA
Chief Creative Officer: David Smith
Creative Director: Pat Mendelson
Writer: Seth Prandini
Art Director: Chuck Blackwell
Executive Producer: Gary Paticoff

Production/Design Company: Elastic
Director: Andy Hall
DP: Toby Irwin
Live Action Producer: David Wolfson
Executive Producer: Jennifer Sofio Hall
Designers: An Nguyen, Henry de Leon, Eunice Kim, Max Ulichney

VFX/Finishing Company: a52
CG Lead: Max Ulichney
3D Artists: Paulo de Almada, Ian Ruhfass, Christina Lee, Rick Glenn, Kevin Culhane, Joe Chiechi
Lead Compositor: Shahana Khan
Rotoscoping: David Hochstadter
Colorist: Angus Wall
Assistant Producer: Heather Johann
Producer: Sarah Haynes
Executive Producer: Jennifer Sofio Hall

“Boxes” Music: “Pata Pata” by Miriam Makeba and Jerry Ragovoy
Performed by: Miriam Makeba

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»Galaxies forming along filaments, like droplets along the strands of a spider’s web«, 2009, elastis ropes, by Tomas Saraceno.

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Design and VFX team Elastic/A52 rock out for Honda Accord in this highly colorful CG jazz spot, as they show off how much hidden space the new Accord Crosstour really offers.

Appealing to a younger, musically-minded target market, its aesthetic and general concept hits a home run. Design-wise, the palette is alive with energy and pop and the beautifully animated characters have a unique look that works an interesting transitional device.

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Elastic is now represented by Patricia Claire Co. on the U.S. East Coast

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Dir. Patrick Murphy & Elastic remind us that the NBA season is just around the corner with this new spot for Adidas.

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Santa Monica Agency, Elastic just created a new spot for FUEL TV

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Elastic orbits around the new Toyota Venza.

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