WHO HE IS: Chad Ashley, director of CGI and a creative director at Somersault, Avenue’s nationally recognized design/effects division.
WHAT HE’S UP TO: At Autodesk’s Oct. 10 “Meet the Experts,” Ashley and Somersault 3D artist Amador Valenzuela, will detail the 30-second Puma spec spot, five months in the works, created with Autodesk 3DSMAX.
“3DS is a versatile tool, the one we go to the most for our needs.”
WHAT HE DOES: Avenue hired him to build and brand a 3D department where he’s been creating “a company without dimensional limitations, where all artists will be proficient in all tools.”
He manages artists, client expectations, assists in coordinating sales and marketing, and designs and works on internal pieces. “It’s very liquid. I assess the situation and do whatever needs to be done.”
PROS: “Being more of a design boutique than a graphics arm of a post house, we have more opportunities to work on bigger, long format pieces.”
CONS: “Hours can be hellish.”
JUST FINISHED: A soon-to-air 60-second spot for Hallmark cards/Leo Burnett based on the Inspi(RED) African AIDS effort campaign. “It’s almost wall-to-wall CGI and design.”
MOST MEMORABLE PROJECT: “The Puma spec spot because it was it was 100% Somersault’s?our concept, our work, our directorial debut. My brainchild, you could say?a project tackled internally to showcase our talents and technical skills.”
Without airing, the spot gets a good buzz. “Even a group of Puma fans picked it up and put it on their site.”