{"id":7862,"date":"2012-10-15T19:03:57","date_gmt":"2012-10-15T18:03:57","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=7862"},"modified":"2014-05-01T21:24:42","modified_gmt":"2014-05-01T20:24:42","slug":"dino-diner","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=7862","title":{"rendered":"Dino Diner"},"content":{"rendered":"<p>A fully CG dinosaur goes on a culinary rampage in the latest commercial by Framestore for Kellogg\u2019s Crunchy Nut. The spot for Leo Burnett gave the London facility\u00a0an opportunity to create the CG dinosaur from scratch and fit it into a cramped and effects-laden kitchen.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/10\/dino1.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-7866 lazyload\" title=\"dino1\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/10\/dino1.jpg?resize=600%2C252&#038;ssl=1\" alt=\"\" width=\"600\" height=\"252\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/dino1.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/dino1.jpg?resize=520%2C218&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/252;\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Written by Leo Burnett creatives, Ed Morris and Andy Drugan, the ad sees an industrial kitchen suddenly invaded \u2013 in a scene familiar to fans of a certain Hollywood blockbuster \u2013 by a blood-thirsty dinosaur. Two terrified chefs attempt to hide but are rumbled by the giveaway crunch of an irresistible bowl of Kellogg\u2019s Crunchy Nut. The spot was directed by MJZ\u2019s Rocky Morton, who Framestore recently collaborated with on\u00a0<a href=\"http:\/\/framestore.com\/links\/7bea14\/631e0b\" target=\"_blank\">Hanes\u00a0<em>Kittens<\/em><\/a>.<\/p>\n<p>The production began with an intensive two-day shoot which focused on capturing performances and scene-setting lighting. VFX supervisor Alex Doyle recorded as much lighting reference as possible to ensure the set\u2019s terrifying atmosphere could be later recreated in CG.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/10\/dino3.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-7867 lazyload\" title=\"dino3\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/10\/dino3.jpg?resize=600%2C252&#038;ssl=1\" alt=\"\" width=\"600\" height=\"252\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/dino3.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/dino3.jpg?resize=520%2C218&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/252;\" \/><\/a><\/p>\n<p>Doyle was also responsible for designing the dinosaur from scratch, based on an amalgamation of known species. Once the concept art had been approved, lead modeller Mary Swinnerton transformed the designs into a CG asset using Maya, ZBrush and Mari to create an extremely realistic and intimidating dinosaur.<\/p>\n<p>Lead Animator Nigel Rafter, with support from Chris Welsby and Steve Townrow, then faced the challenge of convincingly fitting this enormous 10-foot monster into a cramped industrial kitchen whilst making its aggressive movements look agile and authentic. Live action plates contained many on-set effects which the animators had to work around, ensuring their CG synched perfectly with prop movements and timings.<\/p>\n<p>Doyle worked alongside compositor Anelia Asparuhova to integrate the CG dinosaur into back plates. Using lighting reference gathered from the shoot, they were able to accurately recreate the set\u2019s atmospheric lighting within Maya. Further realism was added to the dinosaur by creating a muscle system, as developed by Asparuhova, which created the sensation of weight around the CG creature.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/10\/dino2.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-7868 lazyload\" title=\"dino2\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/10\/dino2.jpg?resize=600%2C251&#038;ssl=1\" alt=\"\" width=\"600\" height=\"251\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/dino2.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/dino2.jpg?resize=520%2C218&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/251;\" \/><\/a><\/p>\n<p>CG elements were then composited by Simon Stoney, Anastasios Agiakasikas and Jason Phua using Nuke. The compositing team used dust, debris, sparks, saliva and lighting effects to help convincingly embed the dinosaur into back plates.<\/p>\n<p>The spot was graded by Framestore\u2019s award-winning colourist, Simon Bourne, who worked closely with the director to achieve a dark and moody feel that retained colour subtlety whilst picking out lights and reflections around the kitchen\u2019s metallic surfaces.<\/p>\n<p><a href=\"http:\/\/www.framestore.com\/work\/kelloggs-crunchy-nut-cornflakes-dinosaur\" target=\"_blank\">View the spot<\/a><\/p>\n<p><a href=\"http:\/\/www.framestore.com\/\" target=\"_blank\">Visit Framestore<\/a><\/p>\n<p>View more work by Framestore on Fired By Design<\/p>\n<p><strong>Credits<\/strong><br \/>\n<strong>AGENCY <\/strong>Leo Burnett<br \/>\n<strong>AGENCY PRODUCER <\/strong>Bruce Macrae<br \/>\n<strong>PRODUCTION COMPANY<\/strong> MJZ<br \/>\n<strong>DIRECTOR<\/strong> Rocky Morton<br \/>\n<strong>PRODUCER <\/strong>Chris McBride<\/p>\n<p><strong>VFX Framestore<\/strong><br \/>\n<strong>TELECINE Simon Bourne<\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A fully CG dinosaur goes on a culinary rampage in the latest commercial by Framestore for Kellogg\u2019s Crunchy Nut. <\/p>\n","protected":false},"author":129,"featured_media":7865,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2855,68],"tags":[27,2940,2441,1392,607,2443,2442,2001,49,2950,828],"class_list":["post-7862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visual-effects-projects","category-vfx-projects","tag-ad-spot","tag-animation-projects","tag-cg-character","tag-dinosaur","tag-framestore","tag-kellogs","tag-leo-burnett","tag-mari","tag-maya","tag-nuke","tag-zbrush"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dino Diner - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=7862\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Dino Diner - Fired By Design\" \/>\n<meta name=\"twitter:description\" content=\"A fully CG dinosaur goes on a culinary rampage in the latest commercial by Framestore for Kellogg\u2019s Crunchy Nut.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/FeatuDino.jpg?fit=300%2C159&ssl=1\" \/>\n<meta name=\"twitter:creator\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:site\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Editor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862\"},\"author\":{\"name\":\"The Editor\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\"},\"headline\":\"Dino Diner\",\"datePublished\":\"2012-10-15T18:03:57+00:00\",\"dateModified\":\"2014-05-01T20:24:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862\"},\"wordCount\":443,\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2012\\\/10\\\/FeatuDino.jpg?fit=300%2C159&ssl=1\",\"keywords\":[\"advertising\",\"Animation\",\"CG character\",\"dinosaur\",\"framestore\",\"Kellog's\",\"Leo Burnett\",\"Mari\",\"maya\",\"nuke\",\"ZBrush\"],\"articleSection\":[\"VFX\",\"Visual Effects\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862\",\"name\":\"Dino Diner - Fired By Design\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2012\\\/10\\\/FeatuDino.jpg?fit=300%2C159&ssl=1\",\"datePublished\":\"2012-10-15T18:03:57+00:00\",\"dateModified\":\"2014-05-01T20:24:42+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/firedbydesign.com\\\/?p=7862\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2012\\\/10\\\/FeatuDino.jpg?fit=300%2C159&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2012\\\/10\\\/FeatuDino.jpg?fit=300%2C159&ssl=1\",\"width\":300,\"height\":159},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=7862#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/firedbydesign.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Dino Diner\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#website\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/\",\"name\":\"Fired By Design\",\"description\":\"creative inspirations and revelations\",\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/firedbydesign.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\",\"name\":\"Fired By Design\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2016\\\/05\\\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2016\\\/05\\\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1\",\"width\":207,\"height\":236,\"caption\":\"Fired By Design\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/FiredByDesign\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\",\"name\":\"The Editor\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"caption\":\"The Editor\"},\"sameAs\":[\"https:\\\/\\\/firedbydesign.com\"],\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?author=129\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Dino Diner - Fired By Design","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/firedbydesign.com\/?p=7862","twitter_card":"summary_large_image","twitter_title":"Dino Diner - Fired By Design","twitter_description":"A fully CG dinosaur goes on a culinary rampage in the latest commercial by Framestore for Kellogg\u2019s Crunchy Nut.","twitter_image":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/FeatuDino.jpg?fit=300%2C159&ssl=1","twitter_creator":"@FiredByDesign","twitter_site":"@FiredByDesign","twitter_misc":{"Written by":"The Editor","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/firedbydesign.com\/?p=7862#article","isPartOf":{"@id":"https:\/\/firedbydesign.com\/?p=7862"},"author":{"name":"The Editor","@id":"https:\/\/firedbydesign.com\/#\/schema\/person\/9360b626bf4ab4cde98ab739484b96e8"},"headline":"Dino Diner","datePublished":"2012-10-15T18:03:57+00:00","dateModified":"2014-05-01T20:24:42+00:00","mainEntityOfPage":{"@id":"https:\/\/firedbydesign.com\/?p=7862"},"wordCount":443,"publisher":{"@id":"https:\/\/firedbydesign.com\/#organization"},"image":{"@id":"https:\/\/firedbydesign.com\/?p=7862#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/FeatuDino.jpg?fit=300%2C159&ssl=1","keywords":["advertising","Animation","CG character","dinosaur","framestore","Kellog's","Leo Burnett","Mari","maya","nuke","ZBrush"],"articleSection":["VFX","Visual Effects"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/firedbydesign.com\/?p=7862","url":"https:\/\/firedbydesign.com\/?p=7862","name":"Dino Diner - Fired By Design","isPartOf":{"@id":"https:\/\/firedbydesign.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/firedbydesign.com\/?p=7862#primaryimage"},"image":{"@id":"https:\/\/firedbydesign.com\/?p=7862#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/FeatuDino.jpg?fit=300%2C159&ssl=1","datePublished":"2012-10-15T18:03:57+00:00","dateModified":"2014-05-01T20:24:42+00:00","breadcrumb":{"@id":"https:\/\/firedbydesign.com\/?p=7862#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/firedbydesign.com\/?p=7862"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/firedbydesign.com\/?p=7862#primaryimage","url":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/FeatuDino.jpg?fit=300%2C159&ssl=1","contentUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/10\/FeatuDino.jpg?fit=300%2C159&ssl=1","width":300,"height":159},{"@type":"BreadcrumbList","@id":"https:\/\/firedbydesign.com\/?p=7862#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/firedbydesign.com\/"},{"@type":"ListItem","position":2,"name":"Dino Diner"}]},{"@type":"WebSite","@id":"https:\/\/firedbydesign.com\/#website","url":"https:\/\/firedbydesign.com\/","name":"Fired By Design","description":"creative inspirations and revelations","publisher":{"@id":"https:\/\/firedbydesign.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/firedbydesign.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/firedbydesign.com\/#organization","name":"Fired By Design","url":"https:\/\/firedbydesign.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/firedbydesign.com\/#\/schema\/logo\/image\/","url":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2016\/05\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1","contentUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2016\/05\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1","width":207,"height":236,"caption":"Fired By Design"},"image":{"@id":"https:\/\/firedbydesign.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/FiredByDesign"]},{"@type":"Person","@id":"https:\/\/firedbydesign.com\/#\/schema\/person\/9360b626bf4ab4cde98ab739484b96e8","name":"The Editor","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","caption":"The Editor"},"sameAs":["https:\/\/firedbydesign.com"],"url":"https:\/\/firedbydesign.com\/?author=129"}]}},"_links":{"self":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts\/7862","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/users\/129"}],"replies":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7862"}],"version-history":[{"count":0,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts\/7862\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/media\/7865"}],"wp:attachment":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7862"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7862"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}