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Bent Design Lab Reins In “Clouds” For ArcBest, Cramer-Krasselt


Robert Goldrich
Thursday, Jun. 8, 2017


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Director Joshua Cox and his colleagues at Bent Design Lab, a brand that emerged out of Portland, Ore.-based studio Bent Image Lab, crafted three metaphorical animated online spots for Cramer-Krasselt and freight and logistics solutions provider, ArcBest, for a campaign that spans the web and conventional print media.   

In this :15 commercial titled “Clouds,” a semi-truck is seen towing a cumulus in the desert, underscoring that ArcBest has a hand in making unimaginable deliveries every day.

Animator/VFX artist Patrick Coan shared, “We created the cloud and truck scenario by using a voxel-based fluid dynamics system. The challenge in the cloud was depicting a turbulent and ever-evolving ball of gas that moved at a rapid ground speed and didn’t evaporate under its own velocity; all while adhering to close art direction to produce a resolution appropriate for screen and print.”


Client ArcBest Agency Cramer-Krasselt Production Bent Image Lab, Portland, Ore. Joshua Cox, director; Anthony Greene, exec producer; Bri Vitale, producer; Gabi Villasenor, assistant producer. Production Bent Design Lab, Portland, Ore. Joshua Cox, director; Stef Kofman, technical director/VFX artist; Dorn Roberts, animation; Patrick Coan, animation/VFX artist; Sarah Deflaminis, animation/3D models & textures; Cameron Carson, compositor; Elenz Harzewski, roto. (Toolbox: 3ds Max, Vray, Fume FX, Nuke)

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