what's the word

Where the rubber meets the road

3.10.2011

Vitamin has produced a rugged new promotional campaign for FX Network’s Sons of Anarchy. The Vitamin team conceptualized a unique hands-on approach for the package, employing a technique that gives it the feel of something out of a sketch book. Using a combination of hand-painted graphics and prints of 3D silhouetted motorcycles, the spots take us on a rumbling ride through barren oilfields and dark highways.

The feel of the campaign, which will be used throughout the show’s fourth season, is tense, taut and moody. “We wanted to create something that captured the style, tone and aesthetic of the show,” explains Vitamin creative director Danny DelPurgatorio. “We wanted to make it raw and energetic, with a hand-crafted vibe.”

And, in fact, the animation is hand-crafted. The show logo and environmental elements were all

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future. robot. shoes

17.5.2011

Hybrid production studio Vitamin has created a new spot for Nike, its second spot for the brand this year.

The new ad promotes the Lunarswift+ 2, a redesigned version of the classic Nike running shoe. The Vitamin team concepted a world where the retooling of the shoe occurs in a futuristic laboratory full of pristine high-tech gear. A sleek robotic arm uses a laser to cut a breathable pattern into the shoe’s surface while a gyroscopic pedestal tests its overall performance. Another robot arm swings into view, cradling a display showcasing the shoe’s available color stylings and the “Run Cool” slogan.

Vitamin was responsible for conceptual design through finish, including all CGI modeling, animation, compositing, audio, and color. “At the beginning of the project Nike provided a brief about the new shoe with it’s technical

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nike hyperfuse rolls out

12.4.2011

Vitamin has produced a spot for Nike Direct that introduces a new series of high tech running shoes through a dazzling display of footwork. The spot shows the birth of a sleek track shoe in a burst of neon light. A pair of shoes then takes off running, pivoting and juking their way through a stylized environment, swathed in blazing light trails while undergoing a series of transformations into other shoe models.

The new shoes are made with Nike’s “Fuse” process where the upper layers are bonded rather than stitched or glued together for lighter weight, a more comfortable fit and faster performance. The spot ends with the tagline, “Run Unleashed.” “The point of the spot is to showcase that the Fuse technology that Nike builds into shoes for elite athletes is also available in their shoes for everyday running and cross

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new site launches

11.4.2011

Hello international friends and family.

Meet Vitamin. If you know us already, then you know a new site and reel are long overdue.  If you haven't known us long, now you know that a new site and reel are long overdue. It's been a very fun, busy, prank-filled* year for us, and we're finally ready to show off some of that elbow grease. Our new showreel is a mixture of design, live-action production, 2D/3D animation, and compositing...all in a tidy, little package. Check us out. We hope you’ll like what you see.

*Please visit us on Facebook for a glimpse.

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vitamin shares in 6 Telly Awards

28.6.2010

The Winners of the 31st Annual Telly Awards have been announced. With nearly 11,000 entries from all 50 states and numerous countries, this year’s Telly Awards has been one of the most successful and competitive in the long history of the Telly Awards.

Founded in 1979, the Telly Awards is the premier award honoring outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and web commercials, videos and films. Winners represent the best work of the most respected advertising agencies, production companies, television stations, cable operators, and corporate video departments in the world.

For its 31st season, The Telly Awards joined forces with YouTube to give the public the power to view and rate videos submitted as part of the first ever People's Telly Awards. Now, in

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media frenzy

2.2.2010

Vitamin, the Chicago‐based hybrid design studio, delivers a mesmerizing portrait of media overload in its latest creative endeavor, the debut music video from British artist Alex Metric. The piece features a channel surfing Metric who becomes increasingly agitated and mesmorized by what he sees. Projected on the tube is an orgy of pop culture visuals that includes the crassest forms of television programming. The barrage consists of reality shows, infomercials, religious programs, commercials and news content as well as an alternate performance from the singer himself. Ultimately, Metric’s doppelganger reaches out of the screen and attempts to drag him back through the glass.

Vitamin collaborated on the design and execution of the video with Green Dot Films director Richard Farmer. “The song is about the insane mix of media

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maroon 5 gets the vitamin treatment

17.11.2009

Hybrid production studio Vitamin applied its distinctive touch to The Story, the latest music video from Maroon 5 and director Bob Carmichael, which uses hundreds of still photographs and a blaze of animated graphics to tell the tale of the band’s recent world tour.

The basis for the video are photographs taken by Bob Carmichael, an Academy Award‐nominated, Emmy Award‐winning commercial director and a Nikon‐featured music photographer who captured the images while traveling with the band in 2008 and 2009. The photos document live performances as well as back stage moments and scenes of the band traveling across the U.S by bus and plane. The video climaxes with performances by the band in Washington, D.C. during official inaugural balls celebrating the election of President Barack Obama.

Bob Carmichael, editor Brad Wetmore

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