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The special effects in Gatorade’s new “Shattered” spot by Element 79 Partners in Chicago, showing athletes turning into ash due to dehydration, owe a lot to the film The Day After Tomorrow, according to Digital Domain senior vice president and executive producer Ed Ulbrich. To make the athletes disintegrate, the effects house employed the same technology used to make buildings look like they were being blown up by tornadoes in the film. “We develop a technology on a movie, and that creates new tools for commercials,” says Ulbrich.
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