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A52's FX Empower Ray Lewis in EA Sports' Madden NFL 2005

Los Angeles visual effects and design company A52 today detailed their role in providing seamless visual effects for a new set of broadcast spots for EA Sports' "Madden NFL 2005" release from San Francisco-based agency See:.  The two new spots directed by Josh Taft of HSI Productions starring Ray Lewis and featuring work from A52's team are entitled "Here We Come" and "Fear the D."  The first spot debuted on Jul. 26, the second on Aug. 7.

Celebrated Baltimore Ravens' linebacker Ray Lewis stars in both spots, which use NFL Films' stock footage and visual effects produced by Josh Taft, director of photography Don Davis and the team from A52 to create dramatic vignettes seeming to come from real NFL games.  In a clip from "Fear the D," Lewis' defense lines up to stop the Tennessee Titans' offense in a short-yardage situation.  Amid his verbal taunts, Lewis pulls the yellow first-down stripe up off the field and moves it back ten yards, proclaiming, "This belongs to the defense!"

A52's team, led by executive producer Mark Tobin, producer Lisa Beroud and lead effects artist Lisa Tomei, used a number of techniques to finish both spots.  For several scenes, imagery of Lewis' face photographed on a green screen was composited into stock footage.  For the scene where the line is moved, Lewis' entire body was photographed performing the motions, and was then composited into the stock footage in its entirety.  Tomei handled the lighting effects for the first-down line, and other A52 contributors included VFX shoot supervisor Westley Sarokin and effects artist Marguerite Cargill.

The team from See included executive creative director Harry Cocciolo, copywriter Tom Coates, art director Tom Scharpf and producer Robyn Wilkinson.

Production was overseen by HSI's executive producers Annique DeCaestecker and Kerstin Emhoff, and producer Kira Carstensen. Steve Rodriguez served as colorist for Company 3 in Santa Monica.

The editorial team from Mad River Post in San Francisco included editor Erik Carlson, assistant editor Kevin Alfoldy and producer Janie Ford.  Jeff Payne at Eleven Sound Studios in Santa Monica provided sound design and mixed both spots' final audio.

About A52

Established in 1997 as a home for the very latest high-end photo-real visual effects technologies and the industry's most innovative and talented graphic design artists, West Hollywood visual effects and design company A52 creates award-winning imagery for the world's most visually ambitious commercial and television projects.  The company's work has been earned AICP Show recognition for five consecutive years along with recent "Outstanding Commercial" Emmy, Andy, BDA, Clio, British Design and Art Direction, International Monitor, International Automotive Advertising, London International Advertising, One Show and PROMAX awards.  For more information, please call Mark Tobin at 310.385.0851 or visit

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Related Keywords:A52 , HSI Productions , Josh Taft , Ray Lewis


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