Eyeball Has Kmart Wrapped Up
For this past 2012 holiday season, Eyeball 
completed a series of commercial spots for retail giant Kmart. Custom scripts and tools both in Maya and 3ds max were used to “pre-tear” geometry of gift-wrapping paper. Tearing simulations were created using cloth in 3dsMax.
All animated geometry was baked, pointcached, then brought over
to Nuke, allowing compositors fast playback of deforming geometry in the Nuke viewport. Live action-shot products were tracked in Nuke; shot sequences were camera projected on stand-in geometry in 3dsMax and Maya. This meant that gift-wrapping paper could be modeled and simulated around shot products, producing realistically 
accurate reflections on the wrapping paper and precise grading of rendered elements.
Boxes, ribbons, jewelry and bows were custom rigged in 3ds Max and Maya and acted as collision geometry in unwrapping and wrapping 
cloth simulations. Additionally, over 50 individual products were comped and projected throughout a Holidays campaign that lasted 60 days.
ABOUT EYEBALL
eyeball is a creative studio that shapes brands through powerful storytelling, stunning design and insightful problem solving. By embracing client collaboration, eyeball’s award-winning collective of thinkers, writers, artists and musicians efficiently translate brand ethos into engaging narratives and meaningful consumer dialogue, consistently generating quantifiable and powerful results. With 20 years of broadcast and ad agency experience, eyeball executes across a media spectrum that includes live action, design, animation, audio and experiential production.
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