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Rhino Scales Up For Cox

Rhino CD Natasha Saenko, in conjunction with Periscope and Untitled's Tim and Jeff Cronenweth, just completed work on the new campaign for Cox Business that promotes the company's custom communications solutions. The two spots are just the latest in a long string of transformation and transition spots that Rhino has handled for Mazda, Subway, Audi, Mercedes, and Panasonic Tough Book, among others.

The first spot in the campaign, Elevator, features flummoxed office workers enduring their daily routines with grossly over- or under-sized tools, from laptops to cell phones to briefcases, symbolizing the horrible disconnect between many business suppliers' products and their clients' needs. As a voiceover promotes Cox's superior custom business tools, the onscreen paraphernalia scales to the correct size, growing larger or smaller as the pleased workers look on. Saenko's team precisely positioned the CG objects on top of the stage props, transitioning each object's size without losing its integrity or compromising the live-action actors handling them.

Rhino worked closely with both the agency creatives and directors to fine tune their vision. "We wanted to scale objects to a larger or smaller size in an interesting way, so we worked with Tim and Jeff (Cronenweth) to conceive live-action shots that would ideally fit with the scaling FX," stated Saenko. "We had a great dynamic between the different groups and came up with an excellent final product."

"We've worked with the Cronenweths on spots like this for several years and have developed a great relationship with them," noted Rhino CEO/Head Creative Zviah Eldar. "A lot of this is due to Natasha, who has proven once again that she is a great collaborator and a technical wiz, helping to establish Rhino as a leading studio in the areas of transitional and transformational CG."

Client: Cox
Spot Title: Elevator
Air Date: March 2010

Agency: Periscope
Broadcast Production Manager: Patti Hofstad
VP/Creative Director: Mark Haumersen
Copywriter: Tom Witkowski
Art Director: Melanie Rieschl

Prod Company: Untitled
Directors: Tim and Jeff Cronenweth
EP: Jim Evans
UPM: Jay Kelman

Post/Effects: Rhino
Creative Director: Natasha Saenko
CG Supervison: Yuval Levy
CG Modeler: Brian DiNoto
CG Animator(s): Jaime Castenda, Goran Ognjanovic
CG Lighting(s): Yuheng Chiang, Gilad Kenan
2D Artist: Marc Steinberg
Flame Artist: Kevin Quinlan
Flame Assistant: Barry Furlano
VFX Supervisor: Elad Offer
Producer: Linda Gallagher
Production Coordinator: Cynthia Angel
COO/EP: Camille Geier
CEO/Head Creative: Zviah Eldar

Editor: Antione Mills
Assistant Editor: Robert Serrini

About Rhino:
Since its launch in 2000, Rhino 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, Rhino utilizes its creative directors and artists to develop and execute powerful branded entertainment to build both identity and awareness. The company's principals include: CD/Director Harry Dorrington, CD/Director Natasha Saenko, COO/EP Camille Geier, VP Digital & Interactive Shemi Levi, Executive Producer Yfat Neev and CEO/Head Creative Zviah Eldar.


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Related Keywords:vfx, visual effects, 3D, digital facility

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  • Rhino Scales Up For Cox by DMN Editorial at Apr. 14, 2010 4:50 pm gmt (Rec'd 1)

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