Arsenal FX Helps Open Cadillac 'Gallery' to the Public (Artists in Advertising)

"Gallery," the latest spot from LA-based special effects and finishing boutique Arsenal FX, showcases the Cadillac CTS Sports Sedan as it is meant to be appreciated: a work of art.

Directed by Ago Panini of Tate USA, the spot features a couple strolling through a gallery exhibit of the new CTS. Stunning photos of the car's interior and exterior are augmented by glowing quotes from Car & Driver's January 2010 issue.

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By the time the couple emerges from the building and drives off in their own CTS, it's no wonder the model has been voted one of Car & Driver's Ten Best for the third consecutive year.

"Post production today has to be reliable, light and discreet," says director Panini. "And Mark's work was just like that. I didn't notice him on set. I didn't notice him placing tracking points. I was always asking, 'Are you ok with this and that?' and he would say, 'You have to shoot your film, do not worry about anything else.' And that's what I did."

Regarding the finished product, Panini says: "When I look at the commercial, I don't even remember how the set was for real, because the tracking, compositing, and CGI is so perfectly integrated and the entire process was so natural and smooth, it's as if all the things had always been there."

Client: Cadillac
Spot Title: "Gallery"
Air Date: January 21, 2010

Agency: McCann Worldgroup
ECD: Matt Canzano
CDs: Tom Parr & Mark Reichard
Producer: Stacey Gizinski

Production Company: Tate USA
Director: Ago Panini

Post/VFX: Arsenal FX
Executive Producer: Ashley Hydrick
VFX Producer: Yole Barrera
VFX Assistant: Jameson DeSantis
On Set VFX Supervisors: Mark Leiss, Eli Guerron
Flame Artists: Mark Leiss, Joseph Grosso
CG Supervisor: Eli Guerron

Arsenal FX Company Profile