Jay Walker of Impossible Objects is Drawn to Alienware in New Spot

World-building creative lab Impossible Objects (IO) recently delivered a new spot for Dell’s Alienware, cleverly showing the gear’s undeniably strong “pull” on gamers. The 30-second spot “Gravity” visually transports viewers to new dimensions where their Alienware gear unlocks transcendent new gaming experiences.

Directed by Jay Walker, the spot begins by taking viewers through the Alienware campus and the Pro Lab, where gamers are using Alienware devices including gaming PCs and headphones. The gamers and their surroundings are then literally drawn into their devices by the mesmerizing “pull” of Alienware technology.

The shoot was completed over three days in Los Angeles at three different locations, and the post was done remotely by a small team of IO artists. The IO team utilized a blend of traditional VFX work in After Effects, Maya, and Redshift that helped to elevate the look and feel of a cohesive “pull” effect. VFX supervisor Ruel Smith shared how both visible and invisible VFX are seen in the ad – from animating an adorable CG goldfish, to using fishing line to get a practical shot of an actor’s necklace hovering in mid-air. Throughout, the IO team ensured that the VFX complemented Alienware products to let them shine in the spotlight, rather than be overshadowed.

“It’s a testament to how far technology and software have come that we were able to complete this spot fully remotely, with everyone collaborating on shots live even though we weren’t in the same room,” said Smith. “We recently switched over to a virtual server hosted by Lucid Link, and we don’t see ourselves ever going back to a hard server or tools like Dropbox.”

Walker added, “This spot had a really fun creative brief to begin with, and working with IO to achieve the final spot was such a smooth process. Their talented artists pulled off a high-end look on a tight schedule, with the ‘pull’ effects seamlessly elevating the story.”

To view the spot, visit: Gear up for the Best Gaming Experience

About Impossible Objects
Impossible Objects was founded in 2019 by Joe Sill and Jerad Anderson. A self-described world-building lab, the company is made up of a team of artists and engineers who specialize in building projects that marry the physical and digital worlds to build commercial projects and original IP. Combining expertise in CG visualization and animation, real-time performance capture and navigation of green screen and LED volumes, the company is uniquely positioned to fill a burgeoning demand for virtual production.

Client: Dell’s Alienware
Production Company: Impossible Objects
Director: Jay Walker
Cinematographer: Scott Siracusano
Exec. Producers: Joe Sill + Jerad Anderson
Producer: Eric Ro
Line Producer: Johnny Hernandez
2nd Unit Director: Tyer Cunningham
2nd Unit DP: Seannie Bryan
Prod. Manager:
Prod. Coord.: Cristian Riesgo
VFX Supervisor: Ruel Smith
CG Creative Director: Zach Zombek
Assistant Editor/MGX Artist: Tyson Johnson
CG/VFX Lead: Casey C. Benn
Sr. CG/VFX Generalist: Luc Delamare
Compositor Parker Schmidt
CG/VFX Generalist: Victor Velasco
CG Artist: Gabriella DeJesus
Edit: Jakub Jelinek:
Color: Marina Starke:
Sound Post Production: Napa Records
Sound Post Producer: Martin Blauber
Score: Aid Kid (Ondra Mikula)
Gabriela Banuelos
Mara Relitien
Alec Wang
Anna Drave
Nate Holston
1st AC: AC Goodman
2nd AC A Cam: Theo Sturz
2nd AC A Cam: Gus Vazquez
1st AC B Cam: Meriel O’Connell
Trinity Op: Stas Vaganov
VTR: Ignacio Martinez Jr.
DIT: Parisa Resvani
Script Supervisor: Angeliea Stark
Cam Wheel Op: Jose Espinoza
Gaffer: Mathias Peralta
ACLTs: Hayden Klemes, Cameron Smith
SLT: Raul Cervantes
Board Op: Alex Gracie
Grip: Phantom Grip Co
Key Grip: Adam Shambour
Best Boy Grip: Luis Batres
Grip: Robert Alvarez, Grant Gilligan
Grip Driver: JD Howell
Production Designer: Matt Sokoler
Art Designer: Devin Parker
Leadman: Rico Turrubiarte
Set Dresser: Kevin Manning
Art Assist: Brittany Fontaine
LED Light Tech: Brittany Fontaine
Key MUA: Stacy Gonzalez
Key Hair: Stephanie Yniguez
Wardrobe: Nikki Parisi
Wardrobe Asst: Phillip Davonne Anderson
Crafty: Resa Cole
Truck PA: Paul Arroyo, Damien Pettway
Key PA: Sergio Ochoa
Production Assistants: Joseph Dale, Sebastian Bordigoni, Lacey Lahn, Angel Sanchez, Ervin Rosales, Ervin Rosales
Shuttle PAs: Omar Merino, Fabian Urista, Joshua Perry

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