NTROPIC GETS ITS SMOKEY ON WITH NEW "BONFIRE" PSA

Los Angeles & San Francisco -- (July 20th, 2009) -- Summer is camping season and a high-risk time for fires, nine out of 10 of which are caused by human carelessness. With fire prevention in mind, DraftFCB tapped Director Jason Zada of Tool of North America and visual effects company Ntropic to create a new Ad Council-sponsored PSA called "Bonfire".

For "Bonfire," Ntropic was presented with the challenge of redesigning Smokey The Bear to add greater CG realism to the classic icon of fire prevention in an intensive 4-week production cycle. Ntropic's animation acumen produced a full cinematic treatment for Smokey including lifelike hair and movement and physical proportions appropriate for the ultimate protector of the woods. Ntropic worked hand in hand with both the agency and Jason Zada who directed the charming cautionary tale of the potential pitfalls - from annoyed girlfriend to destroyed communities - of having a casual attitude towards fire and fire prevention.

To view: http://www.interdubs.com/s/ntropic/smokey_the_bear

"It was amazing to work with the agency team and Jason on the rollout of the newly designed bear on Smokey's 65th birthday," says Ntropic's Andrew Singara. "We were honored to help bring such a classic character to full 3d life."

"Working closely with Jason Zada, our director from Tool of North America, and Andrew Sinagra, our VFX guru from Ntropic, reminded me just how lucky we are when given the chance to truly craft and shape and mold an idea into something special," concludes DraftFCB Group CD Scott Murray. "These guys and their teams were the heart and soul of bringing this idea to life in a way that was fitting of an iconic figure like Smokey Bear."