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HomeIndustry SectorCommercialsTherapy Hits it Out of the Park for Old Milwaukee

Therapy Hits it Out of the Park for Old Milwaukee


Jose Canseco smashes a beer can for Old Milwaukee.
Los Angeles-based Therapy Studios‘ editor Doobie White and Gifted Youth directors Ryan McNeely and Josh Martin recently delivered “The Natural” – a comical new :30 spot for Old Milwaukee, produced direct-to-client.

The spot features MLB veteran heavy-hitter Jose Canseco delivering a powerhouse swing to an Old Milwaukee Light that he pitches up to himself, dramatically smashing the full can mid-air. The campaign, which debuted during the 2012 Home Run Derby, also features three direct-to-camera :30s directed by Ryan Perez – “The Locker Room,” “The Field” and “The Stands,” edited by Therapy’s Kristin McCasey.

A Phantom camera was used for “The Natural” to capture the ultra high-speed photography. To craft the spots around the pinnacle crack of the bat hitting the can, White worked backwards in order to adjust the speed ramps, creating the most dramatic build with the time remaining between the start of the spot and that moment. Once the timing was secured, he added sound design to complete the impact of the moment.

White noted, “I wanted to make it so that you really felt the impact of him hitting the can and adding crisp, cracking sound design did just that.”

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Vicon Introduces Mobile Mocap at SIGGRAPH

Motion capture systems developer Vicon is previewing a futuristic new “Mobile Mocap” technology at SIGGRAPH 2011 in Vancouver. Moving mocap out of the lab and into the field, Vicon's Mobile Mocap system taps several new technologies, many years in the making. At the heart of Mobile Mocap is a very small lipstick-sized camera that enables less obtrusive, more accurate facial animation data. The new cameras capture 720p (1280X720) footage at 60 frames per second. In addition, a powerful processing unit synchronizes, stores, and wirelessly transmits the data, all in a tiny wearable design.