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Thursday, November 15, 2007

Version2 Creates a Surreal Showpiece with GenArts Sapphire Plug-ins


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+ 2007 marks the second consecutive year that The Association of Independent Commercial Producers has invited NYC’s Version2 to create packaging for their annual show, The Art & Technique of the American Commercial. This prestigious show is a one hour compendium of exceptional domestic commercials, selected for achievement in various craft categories, and produced in partnership with the Museum of Modern Art. Widely referred to as “America’s Reel”, it also serves as the centerpiece of the AICP’s annual gala event in June—attended by over 2,000 mavens of the New York art, advertising and production establishment—and thereafter becomes a part of the permanent film collection at the MoMA. Eager to outdo themselves, the Version2 team aimed to create something remarkable and unique. Kieran Walsh, Creative Director and lead Inferno artist at Version2, also saw it as a perfect opportunity to showcase the diversity of talent at Version2, and to exercise their substantial creative muscle outside of the commercial, film, and broadcast arenas in which they primarily work.
In business since 2000, Version2 is an independent, 30-person company with collaborative design, visual effects and editorial divisions. Their creative kit includes the Autodesk troika—Inferno, Flame, and Smoke—with Sapphire Plug-ins installed on all systems. GenArts Sapphire Plug-ins is a collection of over 200 high-end, organic visual effects, each with comprehensive and intuitive parameter controls for unlimited, unique results. The recently released version 4 for Autodesk systems contains over 45 new effects, significant enhancements to existing effects, and improved rendering speed. According to Kieran, “I have been using Sapphire Plug-ins since their introduction, and have never used an Autodesk system without them. I consider them an integral part of the Inferno toolset. Unlike many other plugins which tend to be............Read more!

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