AICP's Mesmerizing Sponsor Reel Is Selected for New Directors' Showcase

Rupert Burton's Film Features Incredible Dancing Avatars

By Alexandra Jardine. Published on Jun 13, 2016

Editor's Pick

Rupert Burton's video for the AICP sponsor reel was one of the films selected for ths year's Saatchi's New Directors Showcase at Cannes. The New-York based director Rupert Burton worked with Method Studios on the spot, featuring visuals of professional dancers motion-captured then manipulated by digital artists using procedural animation and dynamic simulations.

Original story:

Attendees at the AICP show last week were treated to a mesmerizing, spectacular sponsor reel, created by Deluxe's Method Studios for production company RSA and featuring dancing like you've never seen it before.

Each sponsor's logo in the reel is displayed alongside a unique dancing avatar covered in elements ranging from fur to gold paint to chocolate to balloons. To form the basis for the movements, Method conducted a motion-capture shoot with two professional dancers (one male and one female) at House of Moves, and then artists digitally covered the dancers' bodies with playful elements created as procedural animations in Houdini.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Jun 13, 2016
Director, Concept Production:
Method Studios NY
Creative Director:
Jon Noorlander
Rupert Burton
Art Director:
John Likens
Tom Slancik
Houdini Artist:
Vraja Parra
Ohad Bracha
Adrienne Mitchell
Motion Capture:
House of Moves

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.