October 10, 2005 – Los Angeles: “Pencil Neck. Pigtail. Corkscrew!” These are just a few of the pleasantries flying around in the new Jack in the Box spot, “Fry Fight”. Director Michael Wright and Rhythm + Hues Commercial Studios created the CGI French fries for the spot which was directed by Dick Sittig of Secret Weapon Marketing and @radical.media.

In “Fry Fight”, Jack settles a dispute between the straight and curly fries by informing them that Jack in the Box offers a free fry swap – for a limited time, guests who purchase a combo can upgrade from Natural Cut Fries to Seasoned Curly Fries at no extra charge.

“Michael impressed me right away when he suggested we go the CGI route, rather than try to teach actual French fries to talk,” says Dick Sittig.

“The team at Rhythm + Hues was thrilled to collaborate with Secret Weapon on this project,” states Amy Hassler, Executive Producer/Director of Marketing. “The Jack in the Box spots are consistently creative and fun, and adding animation into the mix opens up new possibilities.”

Directing animation for Rhythm + Hues, Michael Wright explains his approach. “I saw the animated fries sequences as a kind of cooked potato version of West Side Story with these two groups facing off in a war of words,” says Wright. “Each group is really fighting their corner in the argument. The gloves are off..…or should that be, the skins are off.”

“What made the spot fun to animate was that the fries really have attitude,” Wright continues. “I wanted to get down with the fries, into their world, and see them have this war of words, like you would with two gangs of people - except Jack is working too hard and probably is imagining it all.”

"Working with Michael was a true gift, he brings his wonderful wacky sense of humor and comedic timing to play in everything he touches", says Executive Producer Paul Babb.

Editorial was handled by Brendan O’Carroll at Oasis Editorial and Flame compositing was done by James Bygrave at Vendetta Post. The spot started airing in early October.

ABOUT RHYTHM + HUES COMMERCIAL STUDIOS

A complete digital studio, with live action, CGI animation and vfx, design and post production services, Rhythm + Hues Commercial Studios draws upon the talent and technical firepower of one of the world’s premiere effects and animation facilities, Rhythm & Hues Studios. Adjacent to the 70,000 sq. ft. facility which houses hundreds of digital artists and staff, the 7,000 sq foot boutique facility of Rhythm + Hues Commercial Studios is dedicated to the highest quality of commercial production while committed to providing outstanding client support.

Recent commercial productions include campaigns featuring fully CGI animals for Target, SeaWorld and The Hartford Financial Services Group in addition to campaigns for Activision, Leapfrog, Sudafed, Cox Communications, EA Games and Mercedes-Benz. Recent Film Division credits include The Longest Yard, The Ring 2, The Chronicles of Riddick, X-Men 2, Daredevil and Sum of All Fears. Currently in production are the eagerly anticipated The Chronicles of Narnia: The Lion, the Witch and the Wardrobe, Superman Returns and Charlotte’s Web.