Motion Theory Decodes Beauty

Complexity amongst simplicity, and technology behind raw beauty are the building blocks for Motion Theory’s latest hit for Buick and the 2010 Vancouver Olympics. Directed by Mathew Cullen (with ACD Mark Kudsi), MTh revisits some of their earlier particle-based hits that fused an aesthetic of heavily-coded infrastructural graphics with elegant live-action. This piece, more nuanced than prior “processing” projects like Budweiser and Exxon, connect the science behind the art of ice skating and the engineering that goes into the art of a Buick.


Agency: MacLaren McCann
Executive Creative Director: Sean Davison
Creative Directors: Scott Couture, Gary Lennox
Art Director: Scott Couture
Copywriter: Gary Lennox
Producer: Sarah Michener
Account Executives: Rebecca Chow, Ming Tam

Production Company: Motion Theory
Director: Mathew Cullen
Executive Producer: Javier Jimenez
Line Producer: Bernard Rahill
Director of Photography: Mark Plummer

VFX Company: Motion Theory
Producer: Peter Nelson
Creative Director: Mathew Cullen
Associate Creative Director: Mark Kudsi
Art Director: Chris Riehl
CG Supervisor: Charles Paek
Design Lead: Paul B. Kim
Designer: Satomi Nagata
Pre-visualization: Anthony Ramirez
3D Artists/Animators: Dave Bailey, Julian Fitzpatrick (web only), Jen Hachigian, Josh Hooker, Casey Hupke, John Neihuss, Anthony Ramirez, Neil Taneja
Comp Lead: Evan Parsons
Compositors/2D Animators: Kenny Ceron, Aaron Frebowitz, Rachel Keyte, Satomi Nagata, John Robson
Matte Painters: Paul B. Kim, Patrick Mullane
Code Artist: Josh Nimoy
Finishing: Matt Motal (1.1 VFX), Danny Yoon (1.1 VFX)
Rotoscope Artists: Gregory Duncan, Megan Gaffney, Rob Liscombe
Production Manager/HR Director: Tina Van Delden
Production Coordinator: Alexis Nelson, Sarah Smith

Editorial Company: String
Editor: Jason Webb
Assistant Editor: Jeff Aquino

Music: Audioforce/Berlin/Thomas Suess
Audio Mix: Technicolour/Jim McBride