Dallas/Santa Monica-based digital studio Reel FX infuses a colorful boardwalk stroll with the bubbly nostalgia of classic carnivals in the new :30, “Joywalk,” for McDonald’s out of Moroch, Dallas, TX. The spot features the first person viewpoint of a young woman sipping a bubbly $1 Coca-Cola from McDonald’s as she takes in the atmosphere of a bustling boardwalk carnival with her handsome date. Reel FX handled comprehensive post production on the spot, including editorial, visual effects, coloring, cleanup and online. Click HERE to see the spot.

Reel FX infused the spot with a whimsical, surreal feeling by crafting effervescent Coca-Cola bubbles with CG particles and creating radiant waterfront fireworks. They also brought out the kaleidoscope of carnival colors through a series of seamless effects.

Executive Producer Gary Banks notes, “On the actual shoot day, we were dealing with grey skies and intermittent rain. We knew we’d face multiple challenges from the weather in post, and I think the team, led by Executive Creative Director Dale Carman and Sr. VFX Artist Mike Roy, nailed the final look: a picturesque summer day on the boardwalk.”
The team used 3D tracking and rotoscoping to replace skies throughout the spot, while carefully navigating the intricate camera movements of the first-person view. The online and effects, including cleanup, 3D tracking, rig removal, color, sky replacement, keying and rotoscoping were done largely in Autodesk Flame and Inferno. BotVFX was also used in additional rotoscope work with Silhouette. The bubble particles were created in After Effects with the Trapcode Particular plugin.
Editorial presented additional challenges due to the first person camera viewpoint. The footage, delivered with the use of a handheld camera, moves at various eye-levels, as the camera takes in the sights. Senior Editor Greg Sunmark had to work carefully to craft seamless transitions that make the viewer feel like they’re walking the boardwalk themselves.
“Joywalk” opens with a shot of a girl walking up to a $1 Coca-Cola soda fountain at a McDonald’s to fill her cup and as she takes a sip of the beverage, we transition to her viewpoint and are transferred to a colorful waterfront carnival. In between sips of her soda and bites of her McDonald’s fries, we are transferred to the vibrant excitement of the boardwalk, taking in the rides and games. She ends the day with her friend with a ride on the ferris wheel, enhanced by a waterfront fireworks display. The spot closes with the “I’m lovin’ it” super and the McDonald’s golden arch logo.

About Reel FX
Reel FX is a fully integrated movie studio that develops and produces both animated films and live action movies. The studio also focuses on short form work including commercials, music videos and short films. The company’s development slate includes Free Birds (formerlyTurkeys), The Book of Life (formerly Day of the Dead), and Beasts of Burden.

Reel FX launched its feature length development and production slate in 2010 after almost 20 years of experience as an award-winning one-stop studio for the creation of animated content including films, special attraction/live venue projects, commercials, and interactive projects for companies like DreamWorks Animation (Rise of the Guardians), Fox, Warner Bros. and Universal Studios.

Since starting the development and production of feature films, Reel FX has aligned itself with some of the most recognized and respected names and brands in the entertainment industry for its projects including Cirque Du Soleil: World’s Away (Cirque Du Soleil, James Cameron, Andrew Adamson, Aron Warner), The Book of Life (Guillermo Del Toro, Jorge R. Gutierrez), Beasts of Burden (Dark Horse Comics, Andrew Adamson, Aron Warner) and Free Birds (Jimmy Hayward, Craig Mazin).

Credits:
Client: McDonald’s
Title: “Joywalk” :15/:30
Agency: Moroch
Creative Director: Mark Oostheizen
Art Director: Dustin Taylor
Art Director: Jesus Yanez
Agency Producer: Leeann Wells
Production Company: Partizan Films
Director: Punch
Post Production: Reel FX
Executive Creative Director: Dale Carman
On-Set VFX Supervisor: Lyn Caudle
General Manger: Keith McCabe
Executive Producer: Pete Herzog
Executive Producer: Gary Banks
Senior Producer: Kurt Kirchner
Senior Editor: Greg Sunmark
Sr. VFX Artist: Mike Roy
Sr. VFX Artist: Kevin Althans
Designer: Jackson Armstrong
Editorial Assistant: Lisa King
Audio Engineer: Frank Pittenger
Music: Comma Music
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