Arsenal FX, a leading visual effects post production studio specializing in high end commercial finishing, has produced dramatic, weather-driven visual effects for a new national, 30-sec Lexus spot entitled The Point of All-Weather Drive. Arsenal FX worked directly with its client Team One. The new spot broke October 1st. The announcement was made today by Arsenal FX Executive Producer Ashley Hydrick.
In The Point of All-Weather Drive spot, we see a series of luxury Lexus GS, LS and IS sedans as they are being driven through city streets at night during winter. The drivers of the vehicles are negotiating falling snow, icy streets, snow banks and slush, as the cars stream effortlessly through these intense weather obstacles. We hear the VO announcer: What's the point of having all that power if you can't conquer this? All that craftsmanship, if you can't master this? And all that technology, if you can't defeat this?
The spot concludes with the VO announcer: What's the point of having a luxury sedan if you can't have it all the time? The all weather drive Lexus IS, GS and LS. To view What's the Point, please see: https://vimeo.com/107871633
About ArsenalFX's Work on Lexus
The Point of All-Weather Drive Spot:
Arsenal FX Partner Terry Silberman describes the work that took place during the design phase for The Point of All-Weather Drive. The VFX concept for this spot was to take the live action plates of the various Lexus models driving through a winter city environment, and make these scenes look even colder and icier, he says. After some research, we decided that the best visual approach would be to create a lot of atmosphere in each shot, by combining a multitude of elements. These included ground fog, background haze, wispy ground particles, snow flurries, volumetric headlight beams and water mist.
After Silberman and his team received the locked edit from the agency, they began tracking each shot in the edit, and then roto-scoping necessary elements like the car and various background objects. The Arsenal FX team then began the process of creating dynamic fluid simulations in Maya to create ground fog that could then be animated to envelope the car in the shots. They also developed a wispy' ground particles simulation that was activated by the car passing. The simulation needed to swirl dynamically through the fog.
In composite, Silberman and team used depth passes from 3D to create atmosphere and a background haze. They used the roto-scoped elements to create a more realistic falloff of the objects farther from camera. Several layers of snow flurries were added to help add a sense of speed. The team additionally created realistic volumetric headlight beams that, in composite, would interactwith the other atmospheric elements. Finally, the team built a high frequency mist particle system for the headlights to illuminate. This really sold the authenticity of the CG headlights and snow elements, Silberman adds.
In composite, Silberman and team developed a look that could be used across each shot - one that would make the whole spot feel cohesive and believable. This included the integration of all the CG elements, as well as color corrections on the car. They also added light blooms and flares that would be present in a real world icy atmospheric environment.Lead Flame Artist Matt Motal developed the post pipeline design for The Point of All-Weather Drive project so Arsenal FX would provide quick look development for their client's vision. This allowed the team to get a lot of concepts in front of their client early so they could decide on a visual style. Motal also assembled the team of Arsenal FX's 2D/3D artists and matte painters to work in unison.
Said Motal, Once our client's vision was realized, we provided a workflow that specified where our artists were needed and then streamlined the process. Our artists started with animation tests which were modeled after we received our client's approved concept art. Our 2D/3D artists refined their techniques on a select few shots, which allowed us to get new versions to our client quickly. Once a few shots were approved, our artists simply had to apply the same techniques to all shots, thus minimizing revision time.
The workflow for The Point of All-Weather Drive involved Flame Maya (creation of snow/fog elements and light volumetrics;) Nuke (comp/integration of snow/fog;) Design (element creation for legal and versioning;) and finally Comping, Conform, Edit/Run Dailies, and Finishing.
The Point of All-Weather Drive Credits:
Agency: Team One
Production Company: Serial Pictures
Agency Producer: Reilly Park
Art Director: Davide Vismara
Creative Director: Craig Crawford
Editor: Bryan Cook
Arsenal FX Credits: Executive Producer: Ashley Hydrick
Senior Flame Artist: Terry Silberman
Lead Flame Artist: Matt Motal
Flame Artist: Jeff Aquino
Creative Director: Jason Cook
Senior Producer: Sabrina Elizondo
CG Artists: David Hyatt, Josh Studebaker, Mike Johnson
Nuke Compositor: Josh Studebaker
ABOUT ARSENAL FX:
Founded in Santa Monica, CA, in 2008 by Mark Leiss, with Terry Silberman serving as Partner, and Ashley Hydrick as Executive Producer, Arsenal FX is an artist-driven, Visual Effects Post Production studio set within a boutique environment. The company specializes in commercial finishing. Arsenal FX enjoys a stellar reputation and a diverse global client base, spanning the industries of advertising, motion pictures, and television. Arsenal FX considers its greatest strength the talent of its award-winning artists and technicians, whose collective years of experience, along with a shared hunger for new challenges, has resulted in an uncompromising standard of excellence. Under Ashley Hydrick's supervision, the Arsenal FX team has t
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
Arsenal FX, a leading visual effects post production studio specializing in high end commercial finishing, has produced dramatic, weather-driven visual effects for a new national, 30-sec Lexus spot entitled The Point of All-Weather Drive. Arsenal FX worked directly with its client Team One. The new spot broke October 1st. The announcement was made today by Arsenal FX Executive Producer Ashley Hydrick. 
