{"id":2370,"date":"2009-07-02T15:13:18","date_gmt":"2009-07-02T15:13:18","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=2370"},"modified":"2017-04-28T10:58:48","modified_gmt":"2017-04-28T09:58:48","slug":"majestic-transformation","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=2370","title":{"rendered":"Majestic transformation"},"content":{"rendered":"<p>Digital Domain teamed up with ad agency Crispin Porter + Bogusky and director Rob Cohen on a Transformers tie-in campaign to promote Burger King\u2019s Transform Your Way scratch-and-win game.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1033 lazyload\" title=\"MMstill002\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/7b80c3280776b75124d84b35f0205d81.jpg?resize=500%2C218&#038;ssl=1\" alt=\"Money Mayhem\" width=\"500\" height=\"218\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/218;\" \/><\/p>\n<p>The spots \u201cMoney Mayhem\u201d and \u201cTruck Shaker\u201d show a broiler in the Burger King kitchen that \u201ctransforms\u201d into a giant robot version of the chain\u2019s US trademark icon BK King, before exploding through the restaurant\u2019s walls to present a formidable cash prize to lucky diners leaving the restaurant.<img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1035 lazyload\" title=\"TSstill004\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/beb881d9fc1597d12beedb87078d4051.jpg?resize=500%2C220&#038;ssl=1\" alt=\"TSstill004\" width=\"500\" height=\"220\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/220;\" \/><\/p>\n<p>Digital Domain Visual Effects Supervisor Jonah Hall and his team did extensive look development for the Kingbot to ensure he was a recognisable hybrid of the King mascot and a Transformer.<img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1034 lazyload\" title=\"TSstill003\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/10045704918d2331139ad105b07766a2.jpg?resize=500%2C321&#038;ssl=1\" alt=\"Truck Shaker\" width=\"500\" height=\"321\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/321;\" \/><\/p>\n<p>Digital Domain worked closely with the production designers, practical effects team and set builders &#8211; many of whom were \u2018borrowed\u2019 from the movie\u2019s below-the-line team &#8211; to determine how large the Kingbot should be so everything would scale accordingly.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1030 lazyload\" title=\"MMstill001\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/70d86ebbb2be7ad55473aa19358fb56f.jpg?resize=500%2C218&#038;ssl=1\" alt=\"Money Mayhem\" width=\"500\" height=\"218\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/218;\" \/><\/p>\n<p>The set builders created a fake extension to the Burger King restaurant then Hall and his team did previz to determine how the robot should move within the commercial. Based on this rough schematic, Digital Domain drew out areas where the practical explosives would ultimately detonate.<\/p>\n<p style=\"text-align: center;\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"size-full wp-image-1032 aligncenter lazyload\" title=\"MMstill004\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/35bbd0969aa622a852bc59921968785f.jpg?resize=500%2C217&#038;ssl=1\" alt=\"MMstill004\" width=\"500\" height=\"217\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/217;\" \/><\/p>\n<p>\u201cThese Burger King promos were a lot of fun, in large part because we had dialogue and sync sound, and we got to work with actors,\u201d said Jonah Hall, Visual Effects Supervisor at Digital Domain. \u201cRob Cohen and the production team at The Institute wanted these spots to be very cinematic, right down to the decision to shoot in wide-screen anamorphic and by paying special attention to framing, action and camera moves. He also had Amir Mokri, his DP from \u2018The Fast and the Furious,\u2019 shoot the campaign.\u201d<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1036 lazyload\" title=\"TSstill002\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/d5db84605af2b0475152895b279cdd7d.jpg?resize=500%2C219&#038;ssl=1\" alt=\"TSstill002\" width=\"500\" height=\"219\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/219;\" \/><\/p>\n<p>In addition to the TV spots, Digital Domain is also providing an animated sequence featuring the Kingbot that can be viewed at www.bktransformers.com<\/p>\n<p><a href=\"http:\/\/digitaldomain.com\/\" target=\"_blank\">See more by Digital Domain<\/a><\/p>\n<p style=\"padding: 2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid;\">\n<address><strong>Metadata<\/strong><\/address>\n<address>Titles:  \u201cMoney Mayhem\u201d  \u201cTruck Shaker\u201d<br \/>\nClient: Burger King Corporation<\/address>\n<address>Advertising Agency: Crispin, Porter, + Bogusky\/Denver, Co<br \/>\nExecutive Creative Director: Rob Reilly<br \/>\nVP Creative Director: Bill Wright<br \/>\nVP Creative Director: James Dawson-Hollis<br \/>\nCopywriter: Nathan Dills<br \/>\nSenior Art Director: Matt Denyer<br \/>\nSenior Producer: Chad Hopenwasser<br \/>\nIntegrated Producer: Cindi Blondell<\/address>\n<address>Production Company: The Institute\/Venice, CA<br \/>\nDirector: Rob Cohen<br \/>\nExecutive Producer: Sam Penfield<br \/>\nExecutive Producer: Scott Gardenhour<br \/>\nProducer: Karen Rohrbacher<br \/>\nDP: Amir Mokri<\/address>\n<address>Animation &amp; visual effects: Digital Domain, Inc.<br \/>\nPresident of Commercials, Executive Producer: Ed Ulbrich<br \/>\nExecutive Producer \/ Head of Production: Karen Anderson<br \/>\nVisual Effects Supervisor: Jonah Hall<br \/>\nVisual Effects Producer: Melanie La Rue<br \/>\nCG Supervisor: Brad Hayes<br \/>\nVFX Coordinator: Stephanie Escobar<br \/>\nSr. Flame Artist: Andrew Eksner<br \/>\nSr. Flame Artist: Jeff Heusser<br \/>\nFlame Artist: Matthew J.D. Bramante<br \/>\nLead Animator: Marc Perrera<br \/>\nAnimator: Dan Patterson<br \/>\nFX Animator: James Atkinson<br \/>\nFX Animator: Jun Watanabe<br \/>\nDigital Artist: Casey Benn<br \/>\nDigital Artist: Adrian Dimond<br \/>\nDigital Artist: Jon Gourley<br \/>\nDigital Artist: John Lima<br \/>\nDigital Artist: Masa Narita<br \/>\nDigital Artist: Tim Nassauer<br \/>\nDigital Artist: Chris Norpchen<br \/>\nDigital Artist: Brian White<br \/>\nMatte Painter: Chris Duncan<br \/>\nMatte Painter: Dark Hoffman<br \/>\nNuke Compositor: Rafael F. Col\u00f3n<br \/>\nNuke Compositor: Jacquie Cooper<br \/>\nNuke Compositor: Michael Morehouse<br \/>\nGraphic Artist: Cody Williams<br \/>\nRoto Artist: Hilery Johnson Copeland<br \/>\nRoto Artist: Karin Last<br \/>\nRoto Artist: Rob Liscombe<br \/>\nOn Set Tracker: Scott Gsop Edelstein<\/address>\n<address>Editing: Nomad\/Santa Monica, CA<br \/>\nEditor: Tom Muldoon &amp; Jason Painter<br \/>\nExecutive Producer: Susye Melega<br \/>\nProducer: Nicole Steele<\/address>\n<address>Sound Design: Soundelux\/Hollywood, CA<br \/>\nSound Designer: Scott Gershin<\/address>\n<address>Audio Post\/Mix: Lime\/Santa Monica, CA<br \/>\nMixer: Sam Casas<br \/>\nExecutive Producer: Bruce Horwitz<\/address>\n","protected":false},"excerpt":{"rendered":"<p>Digital Domain teamed up with ad agency Crispin Porter + Bogusky and director Rob Cohen on a Transformers tie-in campaign to promote Burger King\u2019s Transform Your Way scratch-and-win game.<\/p>\n","protected":false},"author":129,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,68],"tags":[27,2940,198,2942],"class_list":["post-2370","post","type-post","status-publish","format-standard","hentry","category-inspiration","category-vfx-projects","tag-ad-spot","tag-animation-projects","tag-robots","tag-vfx-projects"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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