rhinofx Has the Right Moves for Arby's

The Brief:

In a world where Arby's Market Fresh Sandwiches will not be upstaged by dancing chimps; talented primates must take a backseat to taste. With the skilled direction of Tool's Erich Joiner, the rhinofx team provides the VFX, and gives the monkeys opportunity for life…and light step.

From CD Vico Sharabani:

This is our first project in a series of animal driven spots for Merkely and Arby's. We've enjoyed a great ongoing relationship with the agency with several of their clients, so we've developed a really nice shorthand with the creative teams.

Erich (Joiner) wanted to avoid CG animals, so we shot a body double in a chimp suit. He cast this really great dancer who could pull off the complex dance moves. We then put it all together in Inferno, manipulating body proportions so each looked unique - tracking different textures on the chimps body for more realism. There was some very light CG enhancement of the primates faces, but very little.

Creds:

Client: Arby’s
Spots Title(s): “Chimps”
First Air Date: April 1, 2007

Agency: Merkley + Partners/NY
ECD(s): Andy Hirsch, Randy Saitta
Group Creative Head(s): Chuck Borghese, Jean Batthany
Art Director: Becky Kerrs
Copywriter: Joe Esposito
Agency Producer: Chris Coccaro

Production Company: Tool of North America/Bicoastal
Director: Erich Joiner
EP(s): Jennifer Siegel, Brian Latt
Head of Production: Amy DeLossa
Producer: Joby Ochsner

Post/Effects: rhinofx/NY
CD/Director: Vico Sharabani
VFX Supervisor: Rick Schulze
Producer: Linda Gallagher
SVP/EP: Camille Geier
Partner/Managing Director: Rick Wagonheim

Editorial: Cut and Run/NY
Editor: Mike Douglas
Editorial Assistant: Conor Flynn
Producer: Angie Aguilera

Telecine: The Mill/NY
Colorist: Tom Poole

About rhinofx:

Since its launch in 2000, rhinofx has created award-winning visual effects, design, and animation for commercials, VFX for feature films, episodic television, webisodic mini-series, and videogame cinematics. The company's principals and artists have also led the industry's exploration into the boundless potential of branded digital content. By cultivating extensive relationships with key brands, advertising agencies, and film/TV studios, rhinofx utilizes its creative directors and artists to develop and execute powerful branded entertainment to build both identity and awareness. The company's principals include: Partner/CD/Director: Vico Sharabani, CD/Director: Harry Dorrington, CD/Director: Arman Matin, CD/Director: Natasha Saenko, SVP/Executive Producer: Camille Geier, and Partner/Managing Director: Rick Wagonheim.