Every year, Winterfresh goes wild on the Jumbotron display in Times Square. The traffic they get is huge, and very much a part of the whole NYC phenomenon. And the charming people at Clear Channel who manage the site were ecstatic - "the best thing we have put on any of our signs".

This was a challenging and exciting project completed for my friends at EVB, who storyboarded the three spots. We shot all the live action on a soundstage in Pleasanton with talent scouted on the streets of San Francisco. I was present to consult with the director, camera operators and gaffers to make sure we could work with the footage captured.

I learned a few things in the process. First, to never again attempt to push After Effects so far in terms of its 3d abilities; it's time to learn some dedicated 3d applications. Second, Peder Norrby of Trapcode is the bomb. Third (maybe this should be first), never trust a camera operator with a dolly on a green screen without any reference markers.

If you live in New York and happen to be passing while the Winterfresh is Jumbotronning, please send me photos and I'll post them here. It may be a while before I find the time to get out there!

Creative Director: Jason Zada, EVB
Art Director: Todd Allen Bois, EVB
Keying & Rotoscoping: Jeffery Roth, Hypnos