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Toyota Racing's NASCAR Sponsafier campaign

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 Brickyard VFX recently completed visual effects work on Toyota Racing's NASCAR Sponsafier campaign via Saatchi & Saatchi LA. This was Brickyard's second year working on the Sponsafier campaign, which features :60 spots "Bromance," "Schoolyard," and "Housewife." The spots began airing throughout the U.S. on February 20.


The Sponsafier campaign urges NASCAR fans to design their own racecars online for the chance to meet their favorite Toyota driver and have their design showcased at the NASCAR Sprint Cup All-Star race in May. The three spots bring this idea to life, visualizing what would happen to three different fans if they won the contest. "Bromance" features a straight-laced office worker living out a bad-boy rock star fantasy with Kyle Busch. In "Housewife," a stay-at-home mom takes advantage of her win by kicking back and having Denny Hamlin watch the kids and do all the chores. And in "Schoolyard," a geeky boy becomes the coolest kid in school with the help of Joey Logano.
The Brickyard team completed visual effects, compositing, color correction and finishing for the campaign. Some of the more demanding effects in the campaign required turning a hamburger joint into a donut shop, adding in digital tire marks and set pieces, compositing Denny Hamlin's head onto a beefy body double and much more. All three spots were shot on location in North Carolina, where VFX Supervisor Patrick Poulatian was on set to work with director Jody Hill ("Eastbound and Down") on the VFX-heavy sequences. The Brickyard team used Autodesk's Flame and Maya for all VFX work.
"It was so much fun to work on this campaign again," said VFX Producer Diana Young. "Everyone collaborated from the start to make sure that the spots were well planned out every step of the way. The crash scene in "Bromance" was seamlessly composited thanks to careful planning during the shoot. This was so important since the actual crash plate had to be filmed in one take." 
The Sponsafier campaign will air throughout the spring, culminating with the NASCAR Sprint Cup All-Star race on May 21.


Client: Toyota
Title: Toyota Racing Sponsafier - "Schoolyard," "Bromance," "Housewife"
Air date: Feb. 20, 2011
Agency: Saatchi & Saatchi LA
Executive Creative Director: Mike McKay
Creative Director: Michael Tabtabai
Art Director: Daniel Shapiro
Copywriter: Shannon Wilch
Director of Integrated Production: Tanya LeSieur
Senior Integrated Producer: Melissa Nagy
Production Company: Caviar Content
Director: Jody Hill
Executive Producer: Michael Sagol
Executive Producer: Jasper Thomlinson
DP: Mark Williams
Line Producer: Jennifer Barrons
Editorial Company: Cosmo Street
Editor: Tom Scherma
Assistant Editor: Heather Bartholomae
Executive Producer: Yvette Cobarrubius
Executive Producer: Jerry Sukys
Music - Black Iris
Audio Mix: Lime Studios - Loren Silber
Telecine: Company 3 - Stefan Sonnenfeld
VFX: Brickyard VFX
Lead 2D Artist / VFX Supervisor: Patrick Poulatian
2D Artist: Chris Sonia
2D Jr. Artist: Evan Paras
3D Artist: David Blumenfeld
3D Artist: Carl Harders
VFX Producer: Diana Young
Executive Producer: Jeff Blodgett
End Treatment Animation: Stardust
Executive Producer: Paul Abatemarco
Creative Director: Brad Tucker
3D Animator: Brandon Thomas
3D Animator: Stuart Scanlon
2D Animator and Compositor: Richard "Trix" Taylor
2D Animator: Giancarlo Rondani
Producer: Melina Osornio


Last changed: Sep 04 2014 at 3:35 PM



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