Being on a creative treadmill doesn’t sound like too inviting a proposition–that is, unless you share the treadmill with some entertaining hamsters as agency David&Goliath has managed to do, initially with last year’s lauded “A New Way To Roll” for the Kia Soul, and now with a follow-up spot, “This or That,” which takes us to a bustling metropolis populated by hamsters from all walks of life.
In music video style and to the beat of the Black Sheep’s hip hop track “The Choice Is Yours,” our hero hamsters take us through a day in the life, cruising through town in their cool Alien Green Soul. But unlike the first commercial, the other less fortunate, jealous hamsters are in more than just monotonous hamster treadmill wheels. Now they ride about in dull mundane vehicles–toasters, washing machines and cardboard boxes.
Comparing their Soul to the other disappointing boxy rides, the hip hop fashion plate hero hamsters rap the song’s lyrics, “You can go with this” (the Soul) “or you can go with that” (a toaster vehicle, etc.).
Antoine Bardou Jacquet of Partizan directed “This or That,” with Guillermo Navarro serving as DP.
Editors were Jim Haygood of Union and Bill Smedley via Work Post, London. Framestore, London, handled visual effects
Visual Effects Society Elects 2025 Board of Directors’ Executive Committee
The lineup of officers is set for the Visual Effects Society’s (VES) 2025 Board of Directors. The officers, who comprise the VES Board Executive Committee, were elected at the January 2025 Board meeting. The Officers include Kim Davidson, who was re-elected Board chair, and is the first Board member from outside the United States to hold this role since the Society’s inception.
“It is my privilege to serve as chair of our worldwide community of visual effects artists and innovators,” said Davidson. “Since I joined the Society 18 years ago, I have seen the VES grow from a California-based organization to a global society with 16 regional Sections and members in more than 50 countries. As the first chair elected from outside the U.S., I am representative of our thriving globalization, and I look forward to further championing our expansion worldwide. The leadership on our Board brings enormous commitment, expertise and enthusiasm to their volunteer service and I’m excited about what we can achieve, together.”
“Our Society is fortunate to have strong leadership represented on our Executive Committee,” said Nancy Ward, VES executive director. “I am honored to work alongside these exceptional, dedicated professionals, especially amidst this time of dynamic change. We appreciate their commitment to further advance the Society’s global initiatives and impact.”
The 2025 officers of the VES Board of Directors are:
--Chair: Kim Davidson
--1st Vice Chair: Susan O’Neal
--2nd Vice Chair: David Tanaka, VES
--Secretary: Rita Cahill
--Treasurer: Jeffrey A. Okun, VES
Kim Davidson, Chair
Davidson is the president and CEO of SideFX®, a company he co-founded in 1987. SideFX is... Read More