(Screenshot by CBSi)
The TV commercial for the Motorola Xoom on the Next G network has been playing for a few weeks now, and we must have seen the ad a dozen times or more, but we'd have never have guessed that so much of the ad and its effects shots was produced in-camera.
Sydney production team, Engine, put the ad together with the goal of producing as many in-camera effects as possible before the visual-effects (VFX) team composited the images and added a layer of CG polish. It really is quite extraordinary to see the rig used to "build" the interior of a car in one fluid motion.
While the goal of motion visual effects is to imitate reality, the Engine team really went out of their way to recreate CG-like effects in reality. This approach didn't remove the need for VFX, though, with Engine's artists adding 127 VFX layers to add seamless interactive lighting and reflections.