The commercial is heavy on special fx, but they are not visible because of the clean, seamless work. Most people who view the commercial dont give it much appreciation because they dont know everything they see was not originally there. Jay had freelance Commotion artists work with his inhouse effects specialist and CoFounder Shimooi Torres. The rotoscoping took about six weeks, gallons of coffee, and very little sleep. Torres states, We only used Puffins Commotion and Adobes After Effects because their light raps and blur modes are so incredible that the tools blend everything together and you cant tell what was in the original footage versus what was put in later.The commercial was edited on an Avid AVR77 with an online digital beta cam topcard. Afterward, it was edited offline in Media Composer to send over to After Effects and Commotion stations via Ethernet. After everything was sure to work, they did detail rotoscoping and sent the footage back to the post house via Ethernet.Most people use the Henry or Inferno to do rotoscoping. But the budget and the project would have been like spearing a buffalo with a missle. Jay says he uses the tools that are required for the job and his selection for Hudson was appropriate. He is currently preparing to shoot a threepackage spot for MorningStar.

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