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Brand New School Remakes World in the Shape of a Football
In creating a promotional campaign for the cable service NFL Network and its popular, behind-the-scenes gridiron series Total Access, Brand New School dreamed up a world that is all football, all the time. Some of the biggest stars in the game appear in the promos as residents of a city where roads are paved with grass, buildings are shaped like spiked shoes and monorail cars bear an uncanny resemblance to ball park hot dogs.
The purpose of the c ampaign is to reinforce the image of NFL Networks and Total Access as the source of unprecedented football coverage while showcasing a softer, more whimsical side of the tough-as-nails sport. ?NFL Networks came to us because they wanted to tap into our sense of attitude and sense of humor, said. Brand New School director Jonathan Notaro. ?A lot of football related advertising is focused on masculinity. We wanted to create something that is a bit more fun.
The opening spot in the package takes viewers on a tour of the Oz-like, computer-animated town, whose skyline is dominated by a towering structure shaped like the Lombardi Trophy. Steelers running back Jerome Bettis, whose nickn ame is ?The Bus, is a driver for the local mass transit system and Cincinnati quarterback Carson Palmer delivers the morning paper. The spot winds up in a television studio where Total Access host Rich Eisen holds court with his crew. ?Its an NFL world, muses Eisen, ?and were living in it.
Brand New School developed the concept for the spot in concert with Allan Broce, a creative director at New York advertising agency Triple Double. The studios design team then set to work in designing the kitschy town. ?We tried to imagine what an NFL-topia would look like, recalled Notaro. ?We decided to incorporate the networks sponsors and use them to inspire the architecture of the city. So, we have Reebok cleat housing. Its a Claes Oldenburg meets Minority Report environment.
The production te am shot the NFL players in Los Angeles, Philadelphia and Pittsburgh, recording them on HD against green screen. The shoots were complicated by the players tight schedules?the production had just 20 minutes to shoot each one?and by the harsh vagaries of life in the NFL. ?Some players whom we shot were later injured or benched, and as a result we couldnt use them in the spot, said Brand New School director Rob Feng. ?We then had to quickly find a substitute or come up with a new plan. Three-D animation and compositing were completed by Brand New School in-house.
Subsequent spots focus on individual te ams and incorporate Total Access Team Cam feature, which allows show hosts to interview players in their home facilities. In the promos, Eisen and his staff use Team Cam to scan areas of the city representative of different NFL teams. ?We took the Team Cam idea and sci-fi-ed it out, said Notaro. ?Our TV studio is like the control center for the whole NFL, but not in a ?Big Brother sense, rather its a fun environment that delivers inside action. The show hosts are at the controls like NASA mission commanders.
Brand New School has offices at 2415 Michigan Avenue Bldg. H
Santa Monica, CA 90404, and at 176 Grand Street 5th Floor New York, NY 10013. For more information, call (310) 315-9959 or (212) 343-7470, or visit www.brandnewschool.com.
Client: NFL Network
Marketing Director: Judy Fearing
Agency: Triple Double
Allan Broce, Creative Director; Jeff Ferro, Producer; Lisa Pierce, Assistant Producer.
Production Company: Brand New School
Jonathan Notaro, Creative Director; Jared Libitsky, Executive Producer; Craig Houchin, Producer; Jonathan Notaro and Rob Feng, Directors; John Chafant, Su Sungwook, Vinh Chung, Kyle Cassidy,Sal Rangel, Andy Kim, Kenneth McAll, Jay Ingyoo and Adam Perin, VFX/3D Artists; Alan Latteri, Flame Artist.
Original Music: Ten Music. Brandon Arnovick and Jim Greer, Composers; Sarah Gavigan, Creative Director; Rachel Dunn, Executive Producer.
Editorial: Brand New School. Rob Auten, Editor.
Related Keywords:Brand New School, NFL Networks, Triple Double