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KromA Scores for Sports AuthorityStudio Performs VFX Work for Devito/Verdi?s Campaign Directed by Janusz Kaminski (January 07, 2008)
DMN Newswire--2008-1-7--KromA recently provided visual effects and final post services for a new 7-spot, national campaign for Sports Authority and New York agency Devito/Verdi. The spots, which were directed by Academy Award winner Janusz Kaminski employ the tagline ?dedicated to the dedicated and highlight the retailers commitment to hard core sports enthusiasts.
Most of the spots use seamless visual effects to enhance their concepts. The spot, Holidays, for example focuses on a man who goes running on occasions when others are taking the day off. KromA helped make the point by adding fireworks into a Fourth of July scene and placing the reflection of a blimp in the shape of a turkey in a store window for a scene involving a holiday parade.
The most challenging effects work centered on the spot Paid Enough--Football which shows a halfback making a run in a football game and being knocked to the ground by two defenders. The scene was shot in an empty stadium, but KromA made it appear to be filled with screaming fans.
KromA visual effects supervisor Bert Yukich shot a few dozen extras in stadium seating against green screen and composited them into the background of the football scene. ?We shot people seated in different positions. We also had people moving up or down stairs, or standing and cheery to produce the variety of elements that we needed, Yukich explained. Some shots involved more than 100 layers of crowd elements.
The hard part was placing the crowd elements behind the numerous lens flares that occur in the foreground scene, Yukich added. ?The lens flares had a pretty simple shape, but there were a lot of them, and they were moving, he observed. ?In order to achieve the best result, we rotoscoped each flare and hand-painted them back in a technique that was similar to 2D so that the foreground flares matched the background flares. He added that the compositing work had to be precise because the spots were finished in HD where even tiny flaws would be apparent.
Yukich and his team performed a similar feat for another football themed spot, You Tell Me. That spot was shot from the point of view of a player, whose facemask frames the scene. In that instance, the facemask and the background (showing opposing players) were shot separately. Part of what made that a compositing challenge were the rain drops clinging to the facemask. They, too, required careful rotoscoping.
The spot 13,000 Feet shows an extreme skier being set down on a mountain peak. For the sake of safety, the peak shot was created as a composite with KromA placing the skier on the mountain and making him appear to set off down the side. ?We cut out a static shot of the skier and animated it so that he appears to jump and slide out of frame, said Yukich.
KromA also performed a lot of effects work that was more subtle, such as enhancing or removing product label as mandated by the needs of each spot. For a spot with a golfing premise, the studio performed sky replacements. ?There was a short turnaround, too, Yukich said. ?We did it all in two weeks.
Amy Yukich was executive producer for KromA.
KromA is located at 9421 & ½ Pico Blvd., Los Angeles, CA 90035. For more information, call (310) 282-0370 or visit www.kroma.biz.
Client: Sports Authority
Agency: Devito/Verdi, New York. Sal DeVito, Chief Creative Officer; Ellis Verdi, President; Brad Emmett, Creative Director; Vinnie Tulley, Assistant Creative Director; James Maravetz, Copywriter; Sherrod Melvin, Art Director; Greg Tharp, Producer; Andy Brief, Account Director.
Production: Independent Media. Santa Monica. Janusz Kaminski, Director; Susanne Preissler, Executive Producer; Erica Modugno, Head of Production; Lindsay Skutch, Line Producer.
VFX & Post: KromA, Los Angeles. Bert Yukich, Visual Effects Supervisor; Amy Yukich, Executive Producer.
Related Keywords:Kroma, Sports Authority, DeVito/Verdi, Kaminski