Digital studio Reel FX, Santa Monica/Dallas envisions an elegant mosaic of flooring materials and textures within a nature-inspired landscape in the visually-stunning “One of a Kind” TV commercial for Texas-based flooring design store Patina out of JRS Advertising, Dallas.  The spot features various flooring materials and textures artistically re-imagined through forms of nature, including a bird made from hardwoods, a colorful butterfly made of tiles and a flower blooming with a kaleidoscope of carpet petals.

JRS Advertising approached Reel FX with three images from their print campaign as design inspiration for the TV spot calling on Reel FX to bring it to life.  From these initial images, Creative Director, Kevin Althans led the Reel FX team to create a Japanese inspired watercolor landscape for the bird, butterfly and flower to live in.  Designers Erin McGuire and Anuja Cannon crafted the watercolor designs seen throughout the background of the spot.

Notes Althans, “For the live shoot of Erin’s painting, we lit the paper so brightly from the front that we were able to see brushstrokes being made through the paper without seeing the hand or brush.  It was a lot of fun to design and execute this portion of the project.  Even though the watercolor elements were onscreen for quick glimpses, they are completely organic.”

Recalls Reel FX Executive Producer Gary Banks, “The team had quiet a challenge on their hands – to make beautiful creatures from hard elements such and wood and stone without making the creatures look robotic. I think they achieved something really special: when I saw the final piece I almost forgot the bird was wooden!”

About Reel FX

Reel FX is a provider of digital content for film, TV, publishing and digital media. It is a one-stop studio for the development and production of CG-animated and effects-driven live-action “family franchise films”, commercials, and special attractions. Reel FX combines top creative talent (writers, directors, animation and effects artists) with seasoned executives and a proven proprietary animation and effects software (developed by Reel FX), allowing artists to work & collaborate more effectively and control rising costs often associated with CG projects. In addition, Reel FX also develops and secures the rights to franchise-worthy literary material.  Reel FX is led by a team of industry veterans including Academy Award®-winning, former Industrial Light and Magic Senior Executive, Ed Jones, and former Walden Media CEO, Cary Granat.

Credits:

Client: Patina
Agency: JRS Advertising

Visual Effects: Reel FX
Executive Creative Director: Dale Carman
Creative Director: Kevin Althans
General Manager: Keith McCabe
Executive Producer: Gary Banks
Producer: Jennifer Brannon
Rigging Artist: Lee Wollard
Special Shoot VFX Artist: Jared Brower
VFX Artists: Laychin Lee, Mike Roy
Technical Director: Jon Speer
Animators: Tim Hatcher, Todd Wilbur
CG Artist: Brandon Stoker
Motion Designer: Erin McGuire
Texture Supervisor: Todd Harper
Texture Artists: Scot Andreason, Jimmy Wu
Audio Artist: Frank Pittenger