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NewswireToday - /newswire/ -
Denver, CO, United States, 2009/11/23 - A new commercial produced by Impossible, a leading design and visual effects studio, announces the arrival of the Genghis Khan exhibit at the Denver Museum of Nature & Science.
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His name is legendary, synonymous with brutal invasions. During his reign, Genghis Khan was the most powerful man in the world, conquering more of the planet than Julius Caesar and Alexander the Great combined. An epic commercial produced by Impossible, a leading design and visual effects studio, announces the arrival of the Mongol warlord at the Denver Museum of Nature & Science's newest exhibition.
To attract audiences, Impossible laid siege to the Museum by creating a seemingly menacing army of approaching Mongol archers. “The agency's inspired concept, combined with some really tight parameters, pushed us to think outside the box,” says Joel Pilger, Impossible's Director / DP on the project. “I've always loved how Hitchcock took advantage of viewers' imaginations to create suspense. In this case the Mongol weapon of choice, the arrow, was a perfect device to create curiosity then build the visceral feelings of a large-scale, impending attack."
Employing only three actual arrows, Impossible added dozens, even hundreds, of CGI arrows to achieve the right effect of a huge army just off screen. The addition of moody post color correction and a dramatic film-style score gave the spot the feel of a Hollywood blockbuster movie trailer.
Working closely with advertising agency Carmichael Lynch, about a month of effort was spent on the various details of 3D models, flight trajectories, lighting, even debris. “Creating the stylized reality in the Genghis Khan spot required a balance between attention to detail and storytelling," says Brian Eloe, Senior Editor and Art Director. “It's easy to fall in love with the visual effects but we had to make sure they didn't overtake the story of an invasion culminating with the sky full of arrows.”
Impossible takes pride in collaborating with ad agencies and the Genghis Khan spot was no exception. “This was a great example of what the synergy between ad agency and visual effects studio can produce, despite demanding parameters,” says Julie Morrandez, Senior Producer. “The Carmichael Lynch team loved Impossible's passion for both great creative and solid process, and the results speak for themselves.”
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kent[.]impossible.tv 
