When Hinge Digital was approached by Carfax, and Zimmerman advertising to bring the beloved Car Fox to life in CGI, we saw it as a great opportunity to bring our extensive experience in character development, animation, and visual effects to a national advertising campaign.
Zimmerman contacted Hinge in 2011 and presented the idea of bringing to life a fully digital Car Fox for their client Carfax. Working very closely with Zimmerman and Carfax, Hinge took the challenge and brought the spokes-character into the 3D world. “We saw this as a unique collaborative opportunity—one that would give Carfax access to high-end vfx and allow Hinge to showcase its work in the national advertising arena.” said Roland Gauthier, Executive Producer.
Alex Tysowsky, Hinge Digital’s Animation Director, was intent on creating a digital version of Car Fox to perfectly match the live-action puppet previously used in the spots. To do so, he relied on his extensive film animation experience. He helped the rigging and animation teams accurately depict Car Fox’s physicality, personality and movements. “From the word ‘Action’ at the shoot, we knew we were going to be a part of something special,” said Tysowsky.
Michael Kuehn, Visual Effects Supervisor, guided the crew through asset creation, look development and live action integration of the digital Car Fox. Hinge’s asset development team modeled, shaded and lit the digital Car Fox using Autodesk’s Maya, groomed the fur with Shave and a Haircut, and made extensive use of Maya’s nCloth to design, define, and direct the properties of Car Fox’s clothes. “developing CAR FOX’s new look in CG presented a great opportunity for our team to apply its feature-film expertise.” said Kuehn.
Today launches the first phase of the campaign for Carfax, including national television spots, print, web and a very strong social media presence. For more of Hinge Digital’s work for film, TV, broadcast, digital and print, visit hingedigital.com or call Ramiro Gomez Head of Business Development to discuss new business inquiries.
To see the rest of the work visit carfax at hinge’s website.
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