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Digital Smashup

An extensive car crash for a :30 promoting 7-Up, Race Car, required digital studio Radium's Los Angeles division to walk a fine line. In the spot, stock cars slam into each other, causing debris to fly wildly around, while comedian Orlando Jones drinks a 7-Up in his car. Director David Kellogg asked Radium to build a realistic crash sequence, but to do so with extreme caution, since the project went into production shortly after the Dale Earnhardt racing tragedy, and agency (Young & Rubicam, New ...

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