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	<title>Geomedia</title>
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	<link>http://geomedia.com</link>
	<description>creative atmosphere</description>
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		<title>The future of TV is more than social, it&#8217;s a multi-screen experience that needs design. http://t.co/uOwuOb8l</title>
		<link>http://twitter.com/Geomedia/statuses/202848864078807041</link>
		<comments>http://twitter.com/Geomedia/statuses/202848864078807041#comments</comments>
		<pubDate>Wed, 16 May 2012 19:51:52 +0000</pubDate>
		<dc:creator>Twitter</dc:creator>
				<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://twitter.com/Geomedia/statuses/202848864078807041</guid>
		<description><![CDATA[The future of TV is more than social, it's a multi-screen experience that needs design. http://t.co/uOwuOb8l]]></description>
			<content:encoded><![CDATA[The future of TV is more than social, it's a multi-screen experience that needs design. <a href="http://t.co/uOwuOb8l">http://t.co/uOwuOb8l</a>]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/05/16/the-future-of-tv-is-more-than-social-its-a-multi-screen-experience-that-needs-design-httpt-couowuob8l/feed/</wfw:commentRss>
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		<title>Second spot in our campaign for Valero Energy Corp. Mad props to our staff, agen&#8230;</title>
		<link>http://www.facebook.com/photo.php?v=10150808341673045</link>
		<comments>http://www.facebook.com/photo.php?v=10150808341673045#comments</comments>
		<pubDate>Mon, 14 May 2012 16:40:12 +0000</pubDate>
		<dc:creator>Facebook</dc:creator>
				<category><![CDATA[Facebook]]></category>

		<guid isPermaLink="false">http://geomedia.com/?guid=b1577d11a905bf5633e2a88e1ffbfc31</guid>
		<description><![CDATA[Second spot in our campaign for Valero Energy Corp. Mad props to our staff, agency partners, our wonderful crews and the terrific folks at Valero... It was a blast!!Valero &#34;Truckers&#34;]]></description>
			<content:encoded><![CDATA[Second spot in our campaign for Valero Energy Corp. Mad props to our staff, agency partners, our wonderful crews and the terrific folks at Valero... It was a blast!!<br/><br/><a href="http://www.facebook.com/photo.php?v=10150808341673045" id="" title=""  onclick="" style=""><img class="img" src="http://vthumb.ak.fbcdn.net/hvthumb-ak-snc6/50999_10150808349678045_10150808341673045_3634_2376_t.jpg" alt="" style="height:90px;" /></a><br/><a href="http://www.facebook.com/photo.php?v=10150808341673045" id="" style="">Valero &quot;Truckers&quot;</a>]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/05/14/second-spot-in-our-campaign-for-valero-energy-corp-mad-props-to-our-staff-agen/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>Geomedia is happy to announce the arrival of beautiful Chase Rebekah Nasits ! 4/&#8230;</title>
		<link>http://www.facebook.com/permalink.php?story_fbid=10150780483268045&#038;id=89640948044</link>
		<comments>http://www.facebook.com/permalink.php?story_fbid=10150780483268045&#038;id=89640948044#comments</comments>
		<pubDate>Wed, 09 May 2012 01:15:09 +0000</pubDate>
		<dc:creator>Facebook</dc:creator>
				<category><![CDATA[Facebook]]></category>

		<guid isPermaLink="false">http://geomedia.com/?guid=0241f3226f49b434e39075db85981f38</guid>
		<description><![CDATA[Geomedia is happy to announce the arrival of beautiful Chase Rebekah Nasits ! 4/26/12  6lbs 14oz Congratz to Chantel, Zach and Zoe. That&#039;s what we call a perfect production.]]></description>
			<content:encoded><![CDATA[Geomedia is happy to announce the arrival of beautiful Chase Rebekah Nasits ! 4/26/12  6lbs 14oz Congratz to Chantel, Zach and Zoe. That&#039;s what we call a perfect production.]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/05/08/geomedia-is-happy-to-announce-the-arrival-of-beautiful-chase-rebekah-nasits-4/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>Pretty swell first footage from the new BlackMagic cine-cam: http://t.co/SeQhLZ01 may have to pick this one up.</title>
		<link>http://twitter.com/Geomedia/statuses/195872111561150466</link>
		<comments>http://twitter.com/Geomedia/statuses/195872111561150466#comments</comments>
		<pubDate>Fri, 27 Apr 2012 13:48:45 +0000</pubDate>
		<dc:creator>Twitter</dc:creator>
				<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://twitter.com/Geomedia/statuses/195872111561150466</guid>
		<description><![CDATA[Pretty swell first footage from the new BlackMagic cine-cam: http://t.co/SeQhLZ01 may have to pick this one up.]]></description>
			<content:encoded><![CDATA[Pretty swell first footage from the new BlackMagic cine-cam: <a href="http://t.co/SeQhLZ01">http://t.co/SeQhLZ01</a> may have to pick this one up.]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/04/27/pretty-swell-first-footage-from-the-new-blackmagic-cine-cam-httpt-coseqhlz01-may-have-to-pick-this-one-up/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>First of 2 spots we created for Valero Energy Corp. that debuted during the Vale&#8230;</title>
		<link>http://www.facebook.com/photo.php?v=10150693686758045</link>
		<comments>http://www.facebook.com/photo.php?v=10150693686758045#comments</comments>
		<pubDate>Mon, 23 Apr 2012 15:58:00 +0000</pubDate>
		<dc:creator>Facebook</dc:creator>
				<category><![CDATA[Facebook]]></category>

		<guid isPermaLink="false">http://geomedia.com/?guid=7eb174d0c0715fd4ee806683e48aa088</guid>
		<description><![CDATA[First of 2 spots we created for Valero Energy Corp. that debuted during the Valero Texas Open this weekend. This one features some high-flying visual FX... Can you guess which shots?Valero &#34;Yeehaw&#34;]]></description>
			<content:encoded><![CDATA[First of 2 spots we created for Valero Energy Corp. that debuted during the Valero Texas Open this weekend. This one features some high-flying visual FX... Can you guess which shots?<br/><br/><a href="http://www.facebook.com/photo.php?v=10150693686758045" id="" title=""  onclick="" style=""><img class="img" src="http://vthumb.ak.fbcdn.net/hvthumb-ak-snc7/410385_10150693693458045_10150693686758045_53530_942_t.jpg" alt="" style="height:90px;" /></a><br/><a href="http://www.facebook.com/photo.php?v=10150693686758045" id="" style="">Valero &quot;Yeehaw&quot;</a>]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/04/23/first-of-2-spots-we-created-for-valero-energy-corp-that-debuted-during-the-vale/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>Delish Epic footage and a tasty color grade&#8230; Sabor!</title>
		<link>http://www.facebook.com/photo.php?v=10150684124688045</link>
		<comments>http://www.facebook.com/photo.php?v=10150684124688045#comments</comments>
		<pubDate>Thu, 19 Apr 2012 15:22:10 +0000</pubDate>
		<dc:creator>Facebook</dc:creator>
				<category><![CDATA[Facebook]]></category>

		<guid isPermaLink="false">http://geomedia.com/?guid=71c33a14345d68e0d24efd690f852c2c</guid>
		<description><![CDATA[Delish Epic footage and a tasty color grade... Sabor!Taco Cabana &#34;Brand&#34;]]></description>
			<content:encoded><![CDATA[Delish Epic footage and a tasty color grade... Sabor!<br/><br/><a href="http://www.facebook.com/photo.php?v=10150684124688045" id="" title=""  onclick="" style=""><img class="img" src="http://vthumb.ak.fbcdn.net/hvthumb-ak-ash4/410701_10150684326998045_10150684124688045_24266_928_t.jpg" alt="" style="height:90px;" /></a><br/><a href="http://www.facebook.com/photo.php?v=10150684124688045" id="" style="">Taco Cabana &quot;Brand&quot;</a>]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/04/19/delish-epic-footage-and-a-tasty-color-grade-sabor/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>How James Cameron is solving 3D’s chicken-and-egg problem http://t.co/W3UmLoZE</title>
		<link>http://twitter.com/Geomedia/statuses/192627154331242496</link>
		<comments>http://twitter.com/Geomedia/statuses/192627154331242496#comments</comments>
		<pubDate>Wed, 18 Apr 2012 14:54:27 +0000</pubDate>
		<dc:creator>Twitter</dc:creator>
				<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://twitter.com/Geomedia/statuses/192627154331242496</guid>
		<description><![CDATA[How James Cameron is solving 3D’s chicken-and-egg problem http://t.co/W3UmLoZE]]></description>
			<content:encoded><![CDATA[How James Cameron is solving 3D’s chicken-and-egg problem <a href="http://t.co/W3UmLoZE">http://t.co/W3UmLoZE</a>]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/04/18/how-james-cameron-is-solving-3ds-chicken-and-egg-problem-httpt-cow3umloze/feed/</wfw:commentRss>
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		<title>Yeehaw!</title>
		<link>http://geomedia.com/2012/04/17/yeehaw/</link>
		<comments>http://geomedia.com/2012/04/17/yeehaw/#comments</comments>
		<pubDate>Tue, 17 Apr 2012 16:30:33 +0000</pubDate>
		<dc:creator>Martin Jaeger</dc:creator>
				<category><![CDATA[Featured Posts]]></category>
		<category><![CDATA[Featured Project]]></category>
		<category><![CDATA[Method]]></category>
		<category><![CDATA[Recent Work]]></category>

		<guid isPermaLink="false">http://geomedia.com/?p=3604</guid>
		<description><![CDATA[Our recently completed multi-spot campaign for Valero Energy Corporation. features some high-octane 3D animation and visual FX. In addition to shooting all the live-action and providing editorial, the post production required building a photo-realistic 3D modeled, textured, rigged and animated F/A-18 Hornet fighter jet like the ones used by the Blue Angels of the US [...]]]></description>
			<content:encoded><![CDATA[<p>Our recently completed multi-spot campaign for <a href="http://www.valero.com/default.aspx">Valero Energy Corporation</a>. features some high-octane 3D animation and visual FX. In addition to shooting all the live-action and providing editorial, the post production required building a photo-realistic 3D modeled, textured, rigged and animated <a href="http://www.boeing.com/defense-space/military/fa18/index.htm">F/A-18 Hornet</a> fighter jet like the ones used by the <a href="http://www.blueangels.navy.mil/team/">Blue Angels</a> of the US Navy.</p>

<p>One of the first major challenges was rigging the aircraft to move realistically in the air. <a href="http://en.wikipedia.org/wiki/Flight_dynamics">Yaw, pitch and roll</a> become complex maneuvers when trying to manipulate a 3D model aircraft through a space that is relatively 10 &#8211; 100 &#8211; 1000 times larger. </p>
<p>Once the aircraft were modeled and rigged, the first step was to audition good live action cloud footage to use as backgrounds for our aerial shots. We had to find footage that matched the tone of our spot and that matched the direction and choreography we needed for each shot.  We often had to try and <a href="http://www.blackmagic-design.com/products/davinciresolve">color grade</a> many different sources to make everything feel similar. After shots were chosen and processed we were able to start animating our 3D jets.</p>
<p><img src="http://clients.geomedia.com/wordpress/posts/valero_yeehaw/valero_yeehaw_18.jpg" alt=Card blank laser cut" /><br />
<em>Visual FX progression of 3D animated F-18&#8242;s flying in formation over the cloud deck.</em><br />
<img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /></p>
<p><img src="http://clients.geomedia.com/wordpress/posts/valero_yeehaw/valero_yeehaw_10.jpg" alt=Card blank laser cut" /><br />
<em>Final rendered and color-graded CGI shot as F-18&#8242;s break away from &#8220;camera&#8221; chase plane!</em><br />
<img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /></p>
<p>Based on the lighting in the cloud shots we had chosen, we constructed <a href="http://en.wikipedia.org/wiki/High_dynamic_range_imaging">high dynamic range</a> images and reflection maps to help light the planes realistically. We had to pull lighting information from cloud formations to try and understand things like sun direction and color temperature, as well as shadow information. Once the light rigs were constructed, we could drop our 3D planes into the scenes and they would naturally feel like they were part of the environment.</p>
<p><img src="http://clients.geomedia.com/wordpress/posts/valero_yeehaw/valero_yeehaw_17.jpg" alt=Card blank laser cut" /><br />
<em>Anatomy of a visual FX shot showing progression from live-action plate, sky replacement and rotoscoped ground crew, to wireframe composition of F-18 and openGL shaded view.</em><br />
<img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /></p>
<p>Lighting was rendered in <a href="http://usa.autodesk.com/adsk/servlet/pc/index?siteID=123112&#038;id=13571400">Autodesk Softimage XSI</a> using <a href="http://www.mentalimages.com/products/mental-ray.html">Mental Ray</a> and a combination of physical sun and sky data as well as our own HDRI, Final Gathering, and <a href="http://www.thepolygoners.com/tutorials/GIIntro/GIIntro.htm">global illumination</a> light setups. Using a proper linear workflow, we were able to get the compositors the most latitude with which to perform final color grade, cloud compositing and visual FX in post.</p>
<p><img src="http://clients.geomedia.com/wordpress/posts/valero_yeehaw/valero_yeehaw_01.jpg" alt=Card blank laser cut" /><br />
<em>Finished rendered scene with environment lighting as F-18 undergoes preflight, control surface and systems checks.</em><br />
<img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /> </p>
<p>On the shots of the plane taking off, we decided we didn&#8217;t want to use any stock selections. Trying to recreate the entire airport in 3D would not be as realistic as shooting accurate live-action plates.</p>
<p>Instead, we chose a local airport and researched photos of it with google earth. Knowing the orientation of the runway, the sun direction, and relevant distances, we were able to map out a plan of where and how to shoot a take off and runway taxi shot. We wanted to be sure to move the camera accurately as a plane would as it moves from 30 &#8211; 300 MPH. Once we had calculated the take off speeds and distances, we booked the airport and shot the plates on our <a href="http://www.red.com/products/epic">RED Epic camera</a>.</p>
<p><img src="http://clients.geomedia.com/wordpress/posts/valero_yeehaw/valero_yeehaw_03.jpg" alt=Card blank laser cut" /><br />
<em>3D computer generated F-18 Hornet taking off from live-action runway plate shot. Note the atmospheric heat distortion visual FX from the afterburners.</em><br />
<img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /></p>
<p>In post, matching the live-action airport plates up to our rigged F-18 was now trivial. Because we had measured and done our homework, we simply plugged in the distances and numbers we had already chosen days before and the shot lined up nearly perfectly. With only a few details to iron out, we were able to exactly match the angle, FOV, and camera move perfectly and our plane dropped right into the scene. As part of the F-18 rig, we completely setup the landing gear to function accurately. This was done so that when the plane actually lifted off the ground, we&#8217;d get visual confirmation when the wheels and suspension dropped down and started to retract up under the plane. </p>
<p>For the cockpit shots, backgrounds and environments were completely synthetic. Our F-18 model featured a fully detailed interior so we were able to use it to place our pilot inside a true F-18 cockpit. This also made it easy to be sure the wings, flaps and tail surfaces were all placed accurately according to how they&#8217;d look from inside a real F-18 cockpit.</p>
<p><img src="http://clients.geomedia.com/wordpress/posts/valero_yeehaw/valero_yeehaw_20.jpg" alt=Card blank laser cut" /><br />
<em>Wireframe view in Softimage XSI of fighter pilot in the cockpit, showing inverse-kinematics rigging, subdivided poly model and hardware shading.</em><br />
<img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /> </p>
<p>Our pilot was modeled and textured inside Softimage XSI and once we combined him with a proper helmet, he was rigged to be able to move inside the cockpit. His entire upper body was rigged for full articulation but since we agreed we&#8217;d never see the underside of his body, we didn&#8217;t put any rigging in for it. We also rigged his entire helmet and face mask to accurately reflect his movement in the cockpit so the hoses and buckles would move realistically as he moved his head around. For this we used a variety of simple spline rigs and implicit shape deformers inside the enveloped model. It ended up being a fairly simple yet physically accurate solution.</p>
<p><img src="http://clients.geomedia.com/wordpress/posts/valero_yeehaw/valero_yeehaw_04.jpg" alt=Card blank laser cut" /><br />
<em>Fully rendered final frame from the cockpit view of pilot. Cockpit glass reflections, atmosphere depth-cueing, image-based lighting, ambient occlusion and carefully textured materials really amp the realism.</em><br />
<img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /></p>
<p>Backgrounds for the cockpit shots were generated from a variety of aerial photography and maps. Horizons and skies were created with photos and color gradients in Photoshop. Visual FX such as passing through clouds and other atmospheric effects were created in <a href="http://www.adobe.com/products/aftereffects.html">After Effects</a> and served to help layer the shot for additional realism. </p>
<p>HDRI and Mental Ray&#8217;s physical <a href="http://docs.autodesk.com/MENTALRAY/2013/ENU/mental-ray-help//files/shaders/architectural/arch_sunsky.html">sun and sky shaders</a> were again used to help light the pilot inside the canopy. We processed a variety of reflection and canopy distortion passes as well to correctly bend the light and reflections passing through. Sub surface scattering and architectural shaders rounded out the skin and helmet materials respectively.</p>
<p>This challenging project is a perfect example of the tight integration required between production and post, in order to pull off shots of this complexity. We are proud to have been entrusted to handle all aspects of production, design, visual FX and finishing for this terrific campaign.</p>
<p><img src="http://clients.geomedia.com/wordpress/graphics/sidebar-spacer.png" height="17" width="656" /><br />
Client: <a href="http://www.valero.com/default.aspx">Valero Energy Corporation</a><br />
Agency: 180<br />
Director: Murray Breit<br />
Production Manager: Fernando Cano<br />
Director of Photography/Colorist: Zach Nasits<br />
Senior Editor: Jeff Chesnut<br />
Visual FX: Martin Jaeger, Jeremy Kenisky, Rudy Martinez, Joseph Schaertl<br />
Animation Director: Troy Davis<br />
3D modeling/Animation: Jeremy Kenisky<br />
Technical Direction: Jeremy Kenisky<br />
Production Coordinator: Alycia Phair</p>
]]></content:encoded>
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		<title>Autodesk &quot;Smokes&quot; the competition with pre-show NLE buzz at NAB: http://t.co/I9k2TQs4</title>
		<link>http://twitter.com/Geomedia/statuses/191722729693646848</link>
		<comments>http://twitter.com/Geomedia/statuses/191722729693646848#comments</comments>
		<pubDate>Mon, 16 Apr 2012 03:00:35 +0000</pubDate>
		<dc:creator>Twitter</dc:creator>
				<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://twitter.com/Geomedia/statuses/191722729693646848</guid>
		<description><![CDATA[Autodesk "Smokes" the competition with pre-show NLE buzz at NAB: http://t.co/I9k2TQs4]]></description>
			<content:encoded><![CDATA[Autodesk "Smokes" the competition with pre-show NLE buzz at NAB: <a href="http://t.co/I9k2TQs4">http://t.co/I9k2TQs4</a>]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/04/15/autodesk-smokes-the-competition-with-pre-show-nle-buzz-at-nab-httpt-coi9k2tqs4/feed/</wfw:commentRss>
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		<title>Interesting insight: How do you put more quality on the screen than is in the budget? http://t.co/trx1Kv6M</title>
		<link>http://twitter.com/Geomedia/statuses/190463053240864769</link>
		<comments>http://twitter.com/Geomedia/statuses/190463053240864769#comments</comments>
		<pubDate>Thu, 12 Apr 2012 15:35:05 +0000</pubDate>
		<dc:creator>Twitter</dc:creator>
				<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://twitter.com/Geomedia/statuses/190463053240864769</guid>
		<description><![CDATA[Interesting insight: How do you put more quality on the screen than is in the budget? http://t.co/trx1Kv6M]]></description>
			<content:encoded><![CDATA[Interesting insight: How do you put more quality on the screen than is in the budget? <a href="http://t.co/trx1Kv6M">http://t.co/trx1Kv6M</a>]]></content:encoded>
			<wfw:commentRss>http://geomedia.com/2012/04/12/interesting-insight-how-do-you-put-more-quality-on-the-screen-than-is-in-the-budget-httpt-cotrx1kv6m/feed/</wfw:commentRss>
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