Finite Elements.(broadcast)

Sway Studio, along with A52, created a compelling all-CG commercial for Honda in which storm clouds roll into the scene against a white background, and rather than raining "cats and dogs," it pours toy Mega Bloks that eventually form a Honda Element SUV.

"Purpose" begins with a shot of a surreal sky, comprised of individual blocks. Next, the first raindrop, in the form of a red block, falls. More pieces begin falling in rapid succession until a deluge ensues. Eventually, the blocks form various portions of the vehicle. When the last block falls into place, the SUV rotates for a front view, and the line "Every piece has its purpose," is read.

"Our goal was to have the spot look natural and present the imaginative and creative concept in a believable way," says Mark Glaser, visual effects supervisor and Sway founder. To make the impossible seem possible, the team had to connect the idea to reality as much as it could. Making this especially challenging was the speed at which the action occurs, as the artists had just 30 seconds to pile millions of blocks into a life-size representation of the SUV.

Working with director Roman Coppola, the group first shot the scene using actual camera equipment and a real Element, and then tracked the shots in 2d3's boujou. This allowed Coppola ...