Recently, Rhino's CD Vico Sharabani collaborated with director Jason Smith of Industry on an new :30 for Mazda via Doner, Detroit.

While the spot appears to be totally live action, it is really a seamless mix of CG and in-camera footage blended to show off both the interior and exterior of Mazda5.

"Both Doner and Jason Smith were outstanding creative partners," noted Sharabani. "They understood that making the natural flow work would require major `Frankenstein-type' surgery, and their insight and willingness to adapt were refreshing. We used multiple layers in post to fully integrate a complex composite, a process that was considerably easier than it could have been, since we took care of as many details as possible in pre-vis."

In order to exactly fulfill the director's and the agency's vision, Sharabani invested an incredible amount of time in pre-vis to determine which elements should be created with CG and which should be made with more traditional methods. The high tech garage, for example, with its stainless steel cylinders, light fixtures, shelves, and flatscreen monitors, is built of real props, while the ceiling, which retracts to allow a giant claw to descend and remove the car's entire body, is CG.

Client: Mazda Canada Spot Title: What's Inside Airdate: November 2009 Agency: Doner, Detroit/Canada ECD: Steve Chavez CD(s): Dan Willey, Mark Gray Sr. AD: Jim Ward Copywriter: Steve Chavez Sr. Producer: Kali Kyriazis SV. EP: Kurt Kulas Prod Company: Industry Films Director: Jason Smith EP: Joan Bell Producer: Neil Bartley Post/Effects: Rhino CD: Vico Sharabani Flame Artist: Kevin Quinlan CG Supervisor: Yuval Levy Modeling: Brian Dinoto Animation: Sean Curran, Goran Ognjanovic CG TD: Ivan Guerrero Tracking/Match Move: Bogdan Mihajlovic Lighting: Rob Pearson, Gilad Kenan Flame Assistant: Barry Fulano Roto: Joshua Bush Producer: Karen Bianca Bisignano Production Manager: Dorit Avganim COO/Sr. EP: Camille Geier Managing Director: Rick Wagonheim CEO: Zviah Eldar Editorial: Panic and Bob Editor: Michelle Czukar Assistant Editor: David Findlay

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.