GMC "Dot Matrix"
Radium lent its creative editorial, design, visual effects and animation talents to “Dot Matrix”, a sleek duo-tone package for Lowe Worldwide and its client GMC Yukon Denali. In the evolution of “The Behind the Grille” campaign, Radium helped create a captivating automotive brand film in :30 and :20/10 second versions for broadcast. The spot was directed by The Cronenweths with production company Untitled.
The underlying concept was to use visual metaphors to convey the qualities of the Yukon Denali - power, agility, engineering, and precision - using the SUV’s distinctive honeycomb-holed grille to drive brand recognition. The camera literally zooms in through the grille to reveal each sequence, reinforcing the theme that the qualities exemplified in the live action are found deep within the Yukon Denali brand.
“Radium’s storyboard was very true to our original concept and everyone was really happy with the results,” agency producer Nikki Brancati says.

True creativity clarifies the complex and sophisticated into the simple and obvious. At Radium, this is our guiding principle. We are an artist-owned studio that combines exceptional creative capabilities with a deep knowledge of effects technology. With comprehensive compositing, CG, editorial and design divisions in-house, we provide a streamlined creative process whereby ideas are freely shared between the artists who work hand–in–hand on projects. Radium brings innovation and inventive solutions to every aspect of production and post-production, from fresh ideas at the concept stage, to imaginative approaches to complex technical challenges on the set, through to the finishing touches of your project.

Founded in 1996 by Creative Directors/Visual Effects Directors Jonathan Keeton and Simon Mowbray, Radium specializes in using technically elegant solutions to eliminate the gap between idea and execution. The San Francisco and Los Angeles studios work in tandem on projects, allowing Radium to assemble the right team of artists to strategize, execute and achieve the client’s vision. Comprised of the best talent in the industry, Radium is home to artists with a diversity of background experience and the ability to work in many different mediums such as broadcast, film, television, live action and design.