"Dominoes," the first spot in ESPN's new campaign for the NASCAR Nationwide Series, conveys the fast and unpredictable action of the series--where up-and-comers get a shot at beating seasoned drivers. Using the tagline IT'S ANYONE'S RACE, the spot tells the story of a driver who manages to sneak his way to the front of the pack when a fight for the lead turns into a massive pile-up. Through a combination of CGI animation and cutting edge facial capture technology, Zoic and agency Wieden + Kennedy were able to create a hyper-real environment containing expressive human characters. With the hard driving soundtrack of Metallica's "Master of Puppets," "Dominoes" captures the intensity of NASCAR and showcases the fine line between winning and losing.
LAUNCH DATE 2/2/10 WIEDEN+KENNEDY NEW YORK Creative Directors: Stuart Jennings Copywriter: Luke Behrends and Heather Larimer Art Director: Cyrus Coulter Producer: Dan Blaney Account Team: Matthew Mauriello and Mark Williams Executive Creative Directors: Todd Waterbury and Kevin Proudfoot Agency Head of Content Production: Gary Kriegß PRODUCTION Production Company: Zoic Studios Director: Loni Peristere Executive Producer: Steve Schofield and Erik Press EDITORIAL Editorial Company: Zoic Studios Editor: Dmitri Gueer Post Producer: SeanTompkins and Michael Crapser Post Executive Producer: Erik Press VFX VFX Company: Zoic Studios Executive Producers: Steve Schofield and Erik Press VFX Supervisor: Chris Jones Director: Loni Peristere Editor: Dmitri Gueer Fx Directors: Kevin Struckman and Mike Rhone Flame Artist: Steve Meyer Pre-Viz and Layout: Chris Desantis Lighting Director: Michael Cliett 3-D Supervisor: Andy Wilkoff VFX Producer: Michael Crapser and Sean Tompkins CG Supervisor: Brad Hayes Animators: Brian White, Teague Christie, John Lima, Michael Davidson, Geoffrey Mark, Brad Mullinuex, Trevor Adams, Peter Nye Composite Supervisor: Nate Overstrom Compositors: Dayna Mauer, Renaud Talon, Ken Littleton, Dan Weber, Chris Irving, Chris Jones MUSIC + SOUND DESIGN Composer: Metallica Sound Designer: Brian Emrich/ Trinitite Inc. Song: “Master of Puppets” Label: Rhino Entertainment (Warner) MIX Mix Company: Sound Lounge Mixer: Philip Loeb