Creativity

Hungry foxes stalk a hare in Eastbay's incredible CGI chase

TBWA NY and the Mill animate an intense pursuit across downtown Los Angeles

By I-Hsien Sherwood. Published on Jun 06, 2018

Editor's Pick

It's Global Running Day, so it's time to lace up and hit the pavement. Don't forget to stretch!

To celebrate, athletic retailer Eastbay has released an impressive, energizing spot from TBWA/Chiat/Day New York that follows a fast-moving rabbit through the streets on downtown Los Angeles. Motivation is sometimes the toughest resource for a runner to muster, but this bunny has it in spades--seeing as how a pack of hungry foxes is close behind.

Through parking garages, past convenience stores, across busy streets, the pack pursues relentlessly. Finally, exhausted, the rabbit stops mid-sidewalk and waits for them to catch up. Why? All is revealed a moment later.

The short film is running on Eastbay's homepage and across social channels. The slick CGI is courtesy of The Mill LA, and the 60-second spot is directed by veteran director Noam Murro, who recently directed a Lyft campaign starring Tilda Swinton and also directed the "300" sequel. Interestingly, it seems there have been plenty of rabbits on his plate these days, as he was behind the camera on the upcoming "Watership Down" miniseries, a co-production between the BBC and Netflix.

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Credits

Date
Jun 06, 2018
Client:
EastBay
Chief Creative Officer:
Chris Beresford-Hill
GCD/CW:
Robert Rutherford
GCD/AD:
Darren Borrino
CD/AD:
Brent Singer
Head of Production:
John Doris
Executive Producer:
Jason Souter
Executive Producer:
Matt Flaherty
Executive Producer:
Dieter Lebbe
Production Company:
Biscuit
Director:
Noam Murro
Partner/Managing Director:
Shawn Lacey
Executive Producer:
Jeff McDougal
Head of Production:
Mercedes Allen
Head of Production:
Rachel Glaub
Producer:
Ahnee Boyce
Production Supervisor:
Rachel Slayback
Asst. Prod. Supervisor:
Stephanie Lovell
1st AD:
Billy Jones
2nd AD:
Michael Parziale
Director of Photography:
Simon Duggan
Edit Company:
Work Edit
Editor:
Neil Smith
Producer:
Brandee Probasco
Executive Producer:
Marlo Baird
Visual FX:
The Mill
Executive Producer:
Anastasia Von Rahl
Senior Producer:
Erin Hicke
Production Coordinator:
Mary Mondrus
Shoot Supervisor:
Phil Crowe
Shoot Supervisor:
Tom Graham
Shoot Supervisor:
Chris Knight
Creative Director:
Phil Crowe
2D Lead Artist:
Martin Karlsson
3D Lead Artist:
Tom Graham
3D Lead Artist:
Tom Graham
Lead Animation Supervisor:
Jacob Bergman
Lead Animation Supervisor:
Jacob Bergman
Color:
The Mill
Colorist:
Greg Reese
Color Producer:
Diane Valera
Music:
Squeak E Clean Productions
Creative Director:
Rob Barbato
Composer:
Rob Barbato
Producer:
Danielle Toporoff

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