Company News: Page (1) of 1 - 02/02/06 Email this story to a friend. email article Print this page (Article printing at MyDmn.com).print page facebook

ABC Sports Taps Perception For Super Bowl Graphics Package

Design/post house creates extensive 3D animated bumpers (February 02, 2006)
Perception has designed a complex package of 3D animated bumpers for ABC Sports

Perception has designed a complex package of 3D animated bumpers for ABC Sports

Design/post boutique Perception (www.perceptionnyc.com) is going to the big game creatively that is. The company designed a complex package of 3D animated bumpers that will be part of ABC Sports coverage of Super Bowl XL, on Sunday February 5th.

Known for their sports work (ESPN, ESPN2, ESPN Classic, as well as HBO Boxing and ABC Sports), Perception designed 3D bumpers that will be seen as ABC comes in and out of (no doubt numerous) commercial breaks.

According to Danny Gonzalez, Visual Effects Director for Perception, the look of the bumpers combine an American Graffiti 50s nostalgia feel with a contemporary twist.  ?Because the game is being played in Detroit we incorporated some of the things the city is known for namely cars and music. That led us to a 1950-retro yet hip look. As one might expect on a project this big there were numerous creative challenges, but the end result is something that we think will stand out during the telecast.

One of serveral Perception designed bumpers for ABC Sports and Super Bowl XL.
Created completely in 3D, the bumpers feature a sweeping camera move across a red, white and blue Detroit cityscape each one featuring larger than life animated images of players and refs towering over the city, as well as a giant Super Bowl logo and a suped up muscle car cruising past the stadium in Detroit hosting the game.

Customized Logos
Perception went the extra yard for ABC Sports and also delivered customized 3D animated bumpers that incorporate the logo of such sponsors as Radio Shack, GMC, Pizza Hut, State Farms and Throttle sports drink. Now, instead of merely using a static image of the logo, ABCs production crew can use the customized 3D logos that both look more dynamic and integrate seamlessly with the overall design.

 ?In addition to creating something that looked great and helped transition in and out of breaks, it was crucial that we provide ABC with a design kit that could be incorporated easily into the broadcast," said Jeremy Lasky, Perception Design Director . Even though the pieces are short, they involved thinking on many levels to make sure they were conceptual, eye-catching and user friendly.

For Christian Gaetgens, Lead Designer/3D Animator on the project, the challenge was to bring the style guide provided by ABC Sports to life. ?We brought it into our ?XL world with larger than life moments and camera moves that take the viewer on a journey in a short period of time. I think the overall look came out great. It was satisfying to have a lot of creative freedom and I think this project puts Perception at a higher level in the 3D realm.
 


Lasky added, ?Being asked to work on the Super Bowl, which has the largest viewing audience of the year, is an honor for Perception. Its definitely a milestone and Im personally very proud of the work we did and cant wait to see it on gameday.

About Perception:
Founded in 2002 by former R/GA creatives Jeremy Lasky (Design Director); Brendan Werner (Editorial Director); and Daniel Gonzalez (Effects Director), Perceptions (www.perceptionnyc.com) mission is to create world-class commercial visual art that both challenges and communicates. Collectively, Perception has worked on over 700 broadcast projects, garnering numerous creative awards.

Specializing in high-end motion graphics, 3D animation, visual effects and editorial for top advertising agencies, broadcast networks and film studios, the companys growing client list includes ABC Sports, HBO, Showtime, Cinemax, ESPN, ESPN2, ESPN Classic, AMC, Spike TV, Voom HD, Bravo!, Miramax, McDonald's, Sony Music, TV Land/Nickelodeon, FUSE Channel, Ogilvy and Mather, Time Warner Cable, Dish Network, Playboy Entertainment, Avrett Free Ginsberg, Grey Healthcare and The Constitution Center, Philadelphia, PA.


Toolkit:
Adobe After Effects, Photoshop, Illustrator
Discreet *combustion
Cinema 4D


Creative Credits:
Client:             ABC Sports
Project:            Super Bowl bumper package
Airdate:            Feb. 5th 2006

Production/Design/Post:        Perception, New York, NY
Design Director:                     Jeremy Lasky
Visual Effects Director:          Danny Gonzalez
Editorial Director:                   Brendan Werner
Art Director:                           Curt Neumann
Lead Designer/3D Animator: Christian Gaetgens
Animator:                                Juan Sanabria


Page: 1


Related Keywords:motion graphics, broadcast design, 3D animation

HOT THREADS on DMN Forums
Content-type: text/html  Rss  Add to Google Reader or
Homepage    Add to My AOL  Add to Excite MIX  Subscribe in
NewsGator Online 
Real-Time - what users are saying - Right Now!

Our Privacy Policy --- @ Copyright, 2015 Digital Media Online, All Rights Reserved