PSYOP: JBL

Posted on December 12, 2012 by michael

For a powerful in-theater JBL promo, Psyop and Doner collaborated with Skywalker Sound to create a whirlwind of photorealistic CG and stunningly crisp audio for JBL.

An FX-intensive project, “Ear of the Tornado” tallies around 70 million particles from start to finish. The choreography and animation of the flying and crashing objects were all designed with particular attention to the rhythm for the sound design. Psyop collaborated with Skywalker Sound to guarantee the 5.1 mix of the audio was as impactful and engrossing as possible.

“Earlier this summer, Psyop was approached by Laurie Irwin, Executive Producer at Doner, who described a project they were developing for JBL,” says Psyop Creative Director, Anh Vu. “Doner Executive Creative Director, Murray White, had a concept for JBL’s second cinematic branding spot that would fully envelop the viewer. He wanted people to witness the birth of a natural phenomenon and vividly experience the destructive sounds of mother nature.”

“We were aware that we needed to communicate a real narrative even though we were going for a photoreal look,” said Psyop Creative Director, Eben Mears. “The spot had to be artful and carefully finessed chaos.”

“It really was a unified team effort,” applauded Psyop Effects Technical Director, David Barosin. “We had a great compositor in charge of the complex and vast number of passes, and the lighting and rendering were all masterfully carried out by our team.”

About Psyop:

Psyop is a production company led by directors and designers with a simple mission: to craft compelling experiences that viewers seek out and share. Celebrated for groundbreaking work across platforms, Psyop specializes in high-end 2D and 3D animation; live action direction and cutting-edge visual effects, all guided by breathtaking art and thoughtful design. With offices in New York City and Los Angeles, the digital production company has grown both in size and reputation since its founding in 2000, and its work now reaches over 200 countries in every major language.

Persuade. Change. Influence.
www.psyop.tv