Viewpoint Creative Promotes Professional Bull Riding on OLN

Viewpoint Creative has just completed the promotional campaign for OLN’s “PBR Built Ford Tough World Finals,” the professional bull riding championships taking place in Las Vegas, October 28.

Boston/Los Angeles (PRWEB) October 28, 2005 -- Viewpoint Creative has just completed the promotional campaign for OLN’s “PBR Built Ford Tough World Finals,” the professional bull riding championships taking place in Las Vegas, October 28th.

TV spot and print feature a mythic showdown between top-ranked bull rider, Justin McBride, and a series of threatening tornadoes imbued with the spirit and power of the bull.

“The concept,” says Viewpoint Creative designer Matt Naboshek, “was to convey the menace and destructive energy of these bulls, and the guts it takes to ride them. It’s man against a force of nature in one of the most dangerous sports around.”

Shot at El Mirage Dry Desert Lake Bed outside Los Angeles, Viewpoint Creative director Patrick Kiely continues, “Our camera angles and editorial style pay homage to the old western showdown. It was a challenge to shoot, with gas powered wind machines, green screen, and flying debris. Each was a crucial element for the final composite of live action and CGI tornadoes. Once we got it ‘in the can’, Kirk Smith, our editor, immediately understood what we were after and brought a ton of dramatic tension to the scene.”

The spot required significant CGI and composite work as tornadoes were created and images of bulls were woven into the spinning funnels. The twisters also needed to smash through fences, rip away road signs, and finally charge the rider.

Viewpoint Creative CGI artist, Dave So, describes the process of building the bull: “After designing the bull and exaggerating prominent features such as eyebrows and nostrils, I created individual particle systems that flow along each major facial feature. This process creates a smoke-like substance that forms the shape of the bull’s head. The smoke and dust needed to travel in a unified speed and direction in order for the effect to be believable.”

Continues CGI artist, Ryan Gillespie, "Each tornado was initially constructed in Maya using cloud particles. We then pre-composed the tornadoes in After Effects as layered elements. Supplying our Flame artist with the main funnel from sky to floor, the swirling mass localized around the ground plane, and a dynamic trailing cloud of particles, he could then track the mass of the tornadoes and apply additional debris layers."

Viewpoint Creative Flame artist, Mark Koehne, brought all of the diverse elements together, replacing sky in every shot, inserting the tornadoes, the bull and the flying debris. “Each shot was an animated painting, bringing exaggerated anger to the tornadoes and the ferocity of the bull existing within. The sky, itself, was a third character. In each shot it becomes increasingly lively and imposing. It was built out of abut 10 different layers composed in different directions to give it the swirling effect that our designer, Matt, envisioned. Finally, I added a camera shake over the entire spot for that last subconscious hint of evil.”

The spot and print were written, designed, edited, composited and produced by Viewpoint Creative. It begins airing in mid-October.

Viewpoint Creative is an award-winning creative services firm providing clients with an exceptional range of advertising and design solutions to promote their brands. From concept to completion, Viewpoint Creative delivers extensive national and international experience in television, print and radio production. Clients include OLN, Madison Square Garden Networks, WE TV, Shop at Home Network, Court TV, Cinemax, Showtime, HBO, Discovery Networks, ESPN, Travel Channel, DIRECTV, FX, SciFi Channel, PBS, and AETN International®.

For information about Viewpoint Creative and its services contact Amy Coblenz at 781/449-5858 or at acoblenz@viewpointcreative.com

Client:

Outdoor Life Network

Agency:

Viewpoint Creative, Boston/Los Angeles

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