February 17, 2010

Following their collaboration on the highly popular “Year of a Million Dreams” campaign for Disney Parks by Annie Leibovitz, which made waves around the world, the artisans at Rodeo FX are back at it again. Under the artistic direction of Mathieu Raynault, co-founder of the FX studio, the Rodeo team once again joins forces with Disney and New York ad agency McGarrybowen, this time to craft a print campaign for Disney Cruise Line. The project, which was piloted by McGarrybowen associate creative director Jeremy Lamin, is comprised of 9 high-res images promoting the new cruise ship that will be launched by Disney in 2011. With the ship still under construction, the Rodeo FX team pushed their skills to the limit in order to bring the vessel to life in a variety of contexts, relying on film footage, numerous 3D elements and matte painting techniques. In addition, Rodeo FX worked in close collaboration with Disney Animation Studios and PIXAR, the renowned animation production company, to insert into each image famous characters such as WALL·E, Ariel from The Little Mermaid, Aladdin and Jasmine, Lightning McQueen from Cars, and many others. The Rodeo team had to integrate these big-screen stars into the final images. With such stellar collaborators, the result is nothing less than spectacular. Rodeo’s strength lies in photorealism and the final images are proof positive of this.