Black Eyed Peas: “Boom Boom Pow”

ROLE: Senior Flame Artist / VFX Compositor
VENDOR: Motion Theory
CLIENT: Interscope Records
DIRECTOR: Mathew Cullen & Mark Kudsi

When I started work on this video, the Black Eyed Peas’ “Boom Boom Pow” was already sitting comfortably at No. 1 on the Billboard charts. Due to an unofficial leak, the song found it’s way to the internet well-before its scheduled debut. And needless-to-say, it’s popularity exploded. Hence, the band wanted a slick groundbreaking video, as soon as was deemed creatively possible.

To say the visual interpretation of “Boom Boom Pow” had a lot to live up to was a bit of an understatement.

Thematically, the video is all about transforming negative energy into positivity – i.e. the machine gun into a trumpet, the toxic barrel into a drum kit, the band into streaking light NRG, etc.

As Flame Artist, my role was primarily color grading and beauty work on all the band footage – i.e. making Fergie and co. look better than ever. Also, I did a fair bit of work on the digital energy glitch effects that appear throughout their performance.

Purex: “Thinnest Load of Laundry”

ROLE: Senior Nuke Artist / VFX Compositor
VENDOR: Motion Theory
DIRECTOR: Mark Kudsi

Promoting Purex’s new 3-in-1 laundry sheets, this spot compares the latest detergent innovation to the evolution of certain essential products throughout time. The comparison being how certain products have become thinner – cameras, television sets, and clothing, for example.

Visually, the established style aimed for a stop-motion appearance, with each of the products transforming from old to new, fatter to thinner.

The products were shot in real-time, situated on turntables with a white backing. The stop-motion appearance was added in comp, with in-betweens created to aid the fluidity of motion. Also, extensive clean-up was done to make the products throughout the ages look pristine and pleasant.

My tasks were focused on the television and clothing segments, as well as performing clean-up on the concluding washer and dryer.

Tic Tac: “T-Form” | “Visualizer”

Tic Tac: “T-Form”

Tic Tac: “Visualizer”

ROLE: Senior Nuke Artist / VFX Compositor
VENDOR: Motion Theory
AGENCY:  Merkley+Partners
DIRECTOR: Mark Kudsi

These two all CG spots were designed to accomplish two goals: introduce Chill, Tic Tac’s latest breath mints, and show off the redesign of their recognizably branded rectangular plastic box.

Accomplishing the latter was fairly straightforward. A box is a box. The former was a bit trickier, since the visual representation of taste is all about metaphor and interpretation.

As a solution, director Mark Kudsi treated his box of Tic Tacs as building blocks to assemble and form iconic shapes: a flock of birds, a budding sunflower, an oscillating soundwave, etc.

Through some tricky particle animation, and some fluid visual choreography, the spots came together, capturing the soothing sensations that only Tic Tac Chill could provide.