Asylum and RSA Bring Toys to Life in New Kia Sorento Spot
Asylum FX, in collaboration with RSA's Carl Rinsch via David & Goliath, transformed a crew of children's toys into life-size characters in a hilarious and rocking :60 spot for the all-new 2011 Kia Sorento CUV. The spot showcases Asylum's skill at seamless integration of live action with invisible VFX.
Joyride Dream follows a colorful cast of life-size children's characters - including Muno (from Yo Gabba Gabba!, the award-winning series and live tour, produced by W!LDBRAIN and The Magic Store), Sock Monkey (Fox River Mills, Inc.), Mr. X (BLABLA KIDS Collection), Robot and Teddy Bear - on a rocking cross-country road trip in the all-new Sorento CUV. The characters' dream-like adventures include Muno bowling an explosive spare, Sock Monkey going airborne on a jet ski and riding a mechanical bull, Robot winning a dance-off and Mr. X attempting to make a snow angel.
Asylum's contributions are not readily evident - which is, of course, the point. As life-like as the characters' costumes replications were, there were still practical issues in perfectly reproducing small, trade marked toys at full human scale to allow actors to walk, ride a jet ski, ride a bull and of course, drive a car. As a result, nearly every frame of the spot required some type of seam removal, clean up or enhancement. Working in their customary detail-oriented fashion Asylum painstakingly worked to perfect every aspect of the spot.
In the end, we learn that the whole crew is nothing more than a child's toys and stuffed animals piled on the backseat of a Kia Sorento, and the adventure was just a dream. But as the child and his mother leave their quiet suburban driveway, the song "How You Like Me Now" by The Heavy pipes back up and the message that D&G, RSA and Asylum's thrill ride has delivered is clear: the all-new Kia 2011 Sorento CUV equals adventure and freedom, whether you're a suburban mom or a pack of rowdy toys in the back.
Credits:
Client: Kia
Spots Title: Joyride Dream
Air Date: February 7, 2010
Agency: David & Goliath
Producer: Carol Lombard
Prod Company: RSA
Director: Carl Rinsch
EP: Jules Daly
Post/Effects: Asylum
Lead Inferno Artist(s): Johnny Hicks, Pilon Lectez
Comp: Colleen Smith, Tim Bird
Roto: Daniel Linger, Huey Carroll, Midori Witsken, Chris Cortese, Zac Chowdhury, Stephanie Ide
EP: Michael Pardee
VFX Producer: Ryan Meredith
Bidding Producer: Cassandra Khavari
VFX Coordinator: Emily Avoujageli
Shoot Location: LA
About Asylum:
Asylum is a premier visual effects and design company, handling high-profile features, commercials, music videos, and emerging media content for web and mobile platforms. Asylum's team is currently working on Sorcerer's Apprentice, a feature slated to premier July 2010. Past feature projects include films such as Terminator Salvation, The Curious Case of Benjamin Button, Pirates Of The Caribbean ll & lll, Master And Commander: The Far Side Of The World (Academy Award and BAFTA nominated), Moulin Rouge, Minority Report, Tony Scott's Déjà Vu, Man on Fire & Domino and Ridley Scott's Black Hawk Down. Asylum has done spot work for brands such as Halo 3:ODST, Porsche, Hershey's, Nike, Sony Playstation, Coke, BMW, Gatorade and Apple. In addition, Asylum Design has created award winning title and graphic design work for such films as Bedtime Stories, X-Men I & II, The Island, Bad Boys II and XXX, as well as Tim Burton's iCharlie and the Chocolate Factory and Alice in Wonderland.
