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Robert Abel & Associates

7Up Commercial - Robert Abel

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Co-founder of the multiple Clio-winning production firm, Robert Abel & Associates (RA&A), commercial director and producer Robert Abel (1937-2001) is noted as a central figure in the development of computer-generated visual effects.  During their most prolific period, RA&A's unique design aesthetic and innovative graphics were seemingly ubiquitous across the electronic media landscape, featured in highly stylized television advertisements (7UP's "Bubbles" campaign) and the feature films Star Trek: The Motion Picture (1979) and Tron (1982). UCLA Film & Television Archive holds numerous examples of Abel and his firm's work (primarily advertisements and broadcast ephemera), including his animated student film Freightyard Symphony (1963).

For more information, or to arrange research viewing, please contact the Archive Research and Study Center (ARSC) at 310.206.5388 or by e-mail:  To view additional records for Robert Abel & Associates related holdings, please consult the Archive's online catalog:


Get a taste of Robert Abel & Associates' work with their famous 7UP "Bubbles" campaign.