Completed March 16, 2009

This is the recently completed Ford “Holodeck” spot created at Hatch Studios Ltd.

“Holodeck” is Hatch’s follow-up spot to the “White Room” series. This one features a slick menu system that showcases each of the new Ford Edge’s features, transitioning the viewer into holographic surreal worlds in which objects continuously construct and collapse into themselves.

Despite the hard work involved in this spot, we had a great time working on it with our Y&R friends Randy, Blain, Shravan, Michael and Christine.

There were various unique features that set this spot apart from our previous others. Creatively, the constant flow of motion and the graphic exuberance lines created an elegant flow to the spot from start to finish. Technically, the heavily detailed construction and collapse of the environment surrounding the Edge produced a visually intriguing effect.

As with any spot, we ran into some technical problems, this time with the rendering of the spot. In specific, the animated road was so geometrically heavy that it had to be re-modeled and re-animated in order to make the scenes lighter. Instancing alleviated a great deal of memory violation errors during rendering but this was tricky since the animation per object had to be unique. Since Max allowed us to produce intanced geometry with unique object animation, we were able to overcome this setback.


Directed by Richard Rosenman & Steven Hollman
Exec Produced by Randi Yaffa & Shenny Jaffer
Produced by Holly Nichols
Modeling by Chris Crozier, Rowan Simpson, Raden Slipicevic
Animation by Kevin Vriesinga, Scott Guppy, Dave Crispino
VFX by Abdul Ali Mohamud, Jason Stalker
Interface Design by Aaron White
Texturing, Lighting, rendering & compositing by Brad Husband

Produced at Hatch Studios Ltd.