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Two Takes on Infinite Zoom with Psyop and Johnny Kelly


Enjoy the infinite zoom technique employed in two different styles — Psyop zooms into lush landscapes overrun with surreal details in Toshiba “Endless Performance” and Johnny Kelly zooms out through orthographic illustrations of a universe inhabited by books in New York Times Book Review “Holiday Books”. I particularly love the sound design moment by David Kamp where the cutting board syncs with the music.

For more zoom-a-zoom-zoom-zoom and a boom-boom, check out ZoomQuilt, ZoomQuilt II, and the classic Powers of Ten by Charles and Ray Eames.


Toshiba “Endless Performance” Credits
Brief: Toshiba Encore Tablet
Client: Toshiba
Agency: McCann Enterprise
Exec Creative Director: Will Shepherd
Creative Directors: Mark McCall, Richard Dorey
Account Handlers: Kat Patterson, Tamsin Devereux, Fred Letts
Agency Producer: Holly Edwards
Production Company: Psyop
Creative Directors: Kylie Matulick, Fletcher Moules
Producer: Shannon Alexander
Designer: Paul Kim, Therese Larsson, Paul Mager, Chris Martin, Andrew Park, Velwyn Yossy
Lead Technical Director: Stephen DeLalla, Matt Lavoy
Previz Artist: Victor Garza, Brianne Meyer
Modeler: Larissa Docolas, Rie Ito, Wendy Klein, Brianne Meyer
Texture Artist: Larissa Docolas, Wendy Klein
Rigger: David Bokser, Sean Kealey
Lighter: Robby Branham, Stephen DeLalla
3D Generalist: Stephen DeLalla
3D Animator: David Bokser, Chris Meek, Brianne Meyer
2D Animator: Max Graenitz, Rachel Yonda
Storyboard Artist: Josh Wiesenfeld
Matte Painter: Chris Brock, Edmund Liang, Velwyn Yossy, Paul Kim
Compositor: Katerina Arroyo, Matt Lavoy
Flame Artist: Matt Lavoy
Editor: Lance Pereira
Assistant Producer: Jessica Schlobolm
Music Title & Artist: From Nowhere (Artist: Dan Croll)
Post Production: Psyop / Craft London
Sound Design: Craft London
Media Planning: Rocket

New York Times Book Review “Holiday Books” Credits
Production Company: Nexus
Director + Designer: Johnny Kelly
Producer: Isobel Conroy
Project Lead: Mark Davies
Animation: Sergei Shabarov, Michal Firkowski, Fabrice Fiteni, Mark Davies
3D Rendering: Michal Firkowski, Jeremi Boutelet, Mark Davies
3D Modeller: Florent Rousseau
Compositing: Elliott Kajdan
Client: New York Times Book Review
Art Direction: Nicholas Blechman
Music & Sound Design: David Kamp

Posted on 28 December 2013 |

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