Brickyard VFX Continues “Bromance” with Sponsafier

Santa Monica, CA (March 8, 2011) – Bi-coastal effects boutique  Brickyard VFX recently completed visual effects work on Toyota Racing’s NASCAR Sponsafier campaign via Saatchi & Saatchi LA. This was Brickyard’s second year working on the Sponsafier campaign, which features :60 spots “ Bromance,” “ Schoolyard,” and “ Housewife.” The spots began airing throughout the U.S. on February 20.

The Sponsafier campaign urges NASCAR fans to design their own racecars  online for the chance to meet their favorite Toyota driver and have their design showcased at the NASCAR Sprint Cup All-Star race in May. The three spots bring this idea to life, visualizing what would happen to three different fans if they won the contest. “Bromance” features a straight-laced office worker living out a bad-boy rock star fantasy with Kyle Busch. In “Housewife,” a stay-at-home mom takes advantage of her win by kicking back and having Denny Hamlin watch the kids and do all the chores. And in “Schoolyard,” a geeky boy becomes the coolest kid in school with the help of Joey Logano.

The Brickyard team completed visual effects, compositing, color correction and finishing for the campaign. Some of the more demanding effects in the campaign required turning a hamburger joint into a donut shop, adding in digital tire marks and set pieces, compositing Denny Hamlin’s head onto a beefy body double and much more.  All three spots were shot on location in North Carolina, where VFX Supervisor Patrick Poulatian was on set to work with director Jody Hill (“Eastbound and Down”) on the VFX-heavy sequences. The Brickyard team used Autodesk’s Flame and Maya for all VFX work.

“It was so much fun to work on this campaign again,” said VFX Producer Diana Young. “Everyone collaborated from the start to make sure that the spots were well planned out every step of the way. The crash scene in “Bromance” was seamlessly composited thanks to careful planning during the shoot. This was so important since the actual crash plate had to be filmed in one take.”

The Sponsafier campaign will air throughout the spring, culminating with the NASCAR Sprint Cup All-Star race on May 21.


About Brickyard VFX

With offices in Boston and Santa Monica, Brickyard VFX specializes in the creation of high end visual effects, design and animation for commercials, film and new media.  Artist owned and operated, the company was founded in 1999 to bring clients a level of customer service, craftsmanship and focus difficult to find at facilities today.  Brickyard’s creative expertise on set and in the studio has been applied to model, animate, light, texture, track, color correct and render seamless digital effects for Volvo, Budweiser, T-Mobile, NBA, Visa, Sprint and many other accounts.  For more information, please call Brickyard VFX Pacific at (310) 453-5722, Brickyard VFX Atlantic at (617) 262-3220, or visit


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Client: Toyota

Title: Toyota Racing Sponsafier – “Schoolyard,” “Bromance,” “Housewife”

Air date: Feb. 20, 2011


Agency: Saatchi & Saatchi LA

Executive Creative Director: Mike McKay

Creative Director: Michael Tabtabai

Art Director: Daniel Shapiro

Copywriter: Shannon Wilch

Director of Integrated Production: Tanya LeSieur

Senior Integrated Producer: Melissa Nagy


Production Company: Caviar Content

Director: Jody Hill

Executive Producer: Michael Sagol

Executive Producer: Jasper Thomlinson

DP: Mark Williams

Line Producer: Jennifer Barrons


Editorial Company: Cosmo Street

Editor: Tom Scherma

Assistant Editor: Heather Bartholomae

Executive Producer: Yvette Cobarrubius

Executive Producer: Jerry Sukys


Music – Black Iris

Audio Mix: Lime Studios – Loren Silber

Telecine: Company 3 – Stefan Sonnenfeld


VFX: Brickyard VFX

Lead 2D Artist / VFX Supervisor: Patrick Poulatian

2D Artist: Chris Sonia

2D Jr. Artist: Evan Paras

3D Artist: David Blumenfeld

3D Artist: Carl Harders

VFX Producer: Diana Young

Executive Producer: Jeff Blodgett


End Treatment Animation: Stardust

Executive Producer: Paul Abatemarco

Creative Director: Brad Tucker

3D Animator: Brandon Thomas

3D Animator: Stuart Scanlon

2D Animator and Compositor: Richard “Trix” Taylor

2D Animator: Giancarlo Rondani

Producer: Melina Osornio

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