Secrets of SFX

An event for all of those of you who wondered ‘just how did they do that?’ when you saw Gene Kelly breakdancing in the rain!

Few among us can fail to be amazed by the CGI and animatronics we see on our screens, but TV commercials don’t always get the credit they deserve for their innovative use of special effects. Indeed, techniques developed for commercials have gone on to play a part in developing the sophisticated effects we have come to expect from programmes such as Walking with dinosaurs and the latest blockbuster films. The visual effects industry is highly competitive and the creative ambition that exists within it continually drives the development of new technologies that enable creatives to realise their vision, and London leads the way, drawing in talent from around the world. Take, for example, the recent groundbreaking advert for Volkswagen Polo, which updated the classic Singing in the rain routine for a noughties audience. Adverts like this have pushed the boundaries of what can be made to appear before us, but just how far can this combination of technology and creative vision take us? Join our speakers – drawn from London’s leading special effects/post production companies such as The Mill, the Moving Picture Company, Framestore CFC, Golden Square, Rushes, Lola and Absolute – for a fascinating insight into a world where dinosaurs walk, Gene Kelly breakdances and cars turn into robots before your very eyes. Learn how effects have developed in commercials and hear about the next big challenges facing visual effects artists. An event for all of those of you who did a doubletake and wondered ‘just how did they do that?’ when you saw Gene Kelly breakdancing in the rain!

This event will be chaired by Stephen Davies, Chief Executive, Advertising Producers Association.

This event forms part of the London Design Festival 2005 and is in association with the Advertising Producers Association.

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