Engine Room VFX Gets In Gear With Radium On GMC's Dot Matrix

Engine Room VFX Gets In Gear With Radium On GMCs Dot Matrix
Following a successful collaboration with Radium on the GMC Yukon Denali spot "Dot Matrix," Engine Room VFX has been tapped to extend the complex animated gear sequence for a new version of the spot to run on the Times Square Jumbotron.

Directed by The Cronenweths for ad agency Lowe Worldwide, "Dot Matrix" highlights the precision engineering of the Denali with visual metaphors for which Radium was the lead design and visual effects team.

Radium hired Engine Room VFX for the final sequence - the inner workings of a Swiss watch - because of their experience on a CG open for Lionsgate Entertainment via creative agency Devastudios.

The open features a visual journey in and around moving gears to showcase the power of the Lionsgate brand.

"Prior to joining Radium, CG Supervisor Giancarlo Lari worked with Engine Room on the moving gear open for Lionsgate," explains Engine Room VFX Supervisor Andrew Honacker.

"He knew that we already had the experience and pipeline to create photorealistic gears.

He provided us with a general overview of what was needed, worked extensively with us on the specific design of the wath and then entrusted us with the delivery of the sequence."

With basic parameters at hand, Engine Room then dove into the project to produce a photorealistic sequence of believable watch gear design and