Whoah. Psyop took a close look at a CGI tornado creating a uproar of animation and audio with a dissying display of instruments flying by. Pretty awesome.

“Earlier this summer, Psyop was approached by Laurie Irwin, Executive Producer at Doner, who described a project they were developing for JBL,” says Psyop Creative Director, Anh Vu. “Doner Executive Creative Director, Murray White, had a concept for JBL’s second cinematic branding spot that would fully envelop the viewer. He wanted people to witness the birth of a natural phenomenon and vividly experience the destructive sounds of mother nature.”

“We were aware that we needed to communicate a real narrative even though we were going for a photoreal look,” said Psyop Creative Director, Eben Mears. “The spot had to be artful and carefully finessed chaos.”

An FX-intensive project, “Ear of the Tornado” tallies around 70 million particles from start to finish. “The choreography and animation of the flying and crashing objects were all designed with particular attention to the rhythm for the sound design,” explained Effects Technical Lead, Miguel Salek. Psyop collaborated with Skywalker Sound to guarantee the 5.1 mix of the audio was as impactful and engrossing as possible.

“It really was a unified team effort,” applauded Psyop Effects Technical Director, David Barosin. “We had a great compositor in charge of the complex and vast number of passes, and the lighting and rendering were all masterfully carried out by our team.”

Agency: Doner Agency Location: Southfield, MI Agency Creative Director: Murray White Agency EP: Laurie Irwin Production Company: Psyop Creative Director: Eben Mears / Anh Vu Lead Technical Director: Dan Gregoras Psyop EP: Lydia Holness Psyop Producer: Ave Carrillo / Erik Gullstrand Designers: Anh Vu, Lauren Indovina, Naomi Chen, Eunice Kim Storyboard Artist: Robin Nishio Previz: Michael Shin Animators: Anthony Travieso, Ryan Moran, Dan Vislocky, Chris Meek Modeling: Dan Fine, Thomas Smith, Todd Daniele Rigging: Zed Bennett Tracking: Joerg Liebold Effects TD: Miguel Salek, Dave Barosin Lead Lighter: Jonah Friedman Lead Compositor: Nick Tanner Compositing: Thomas Smith, Adam Flynn, Matt Hanson Sound Design Company: Skywalker Sound Sound Designer: Steve Boeddeker

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (1)

  • Hygge's picture

    Bla bla bla, come on guys, it's just another crap commercial saying 'Look at how awesome we are'. Piss off.

    Dec 20, 2012