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Sprint Scores a Touchdown with NFL Mobile's "7777" Campaign(November 08, 2006)
November 7th, 2006
Award-winning New York production and design company Marble & Clay today announced a series of spots for Sprint's NFL Mobile "7777" Campaign for advertising agency TBWA/Chiat/Day.
The new spots features an NFL player furiously sprinting across a CG field as it "Powers Up" under him. They also feature the new Sprint Motorola RAZR V3m Flip phone.
According to Director, Noah Todd, "The goal was to create a series of engaging spots to grab your average NFL fan. We combined live action greenscreen production, 3D modeling and animation into a dynamic package. The runner was shot live action, the phone modeled in 3D...we had to do a whole lot in no time at all. We shot on Monday and had to deliver in time for a Redskins game on Sunday!"
Motion Designer Curt Neumann worked closely with Todd to design the spot's stylized treatment of the football field. Incorporating After Effects and Cinema 4D, Neumann masterfully manipulated the elements to rocket the runner off the screen.
In addition to the regular :30s, Marble & Clay also had to deliver a version for the LED Ribbon at the Miami Dolphins stadium...the biggest LED ribbon in the world. "That was a tough one", Neumann states. "Even with the biggest Cinema displays, there was no way we could really approximate a screen that circles around the stadium for 2,150 feet! It was just a matter of pre-visualizing the spot to fit the space. I just put myself in the stadium on gameday."
Marble & Clay filmed at CityStage studios in New York, with Gil Seltzer serving as Director of Photography. "We took the standard greenscreen model and flipped it on it's side. Normally you would light your green cyc, set up your runner on a treadmill and go. We wanted the realistic motion of the human body in full sprint. To get that we had to paint a long stretch of the studio floor green and shoot entirely overhead with a jib arm off the dolly. And we had to match the speed of a lightning-quick running back. Needless to say, our dolly grips had a tough task...they pulled it off with flying colors."
The spots are set to continue running over the rest of the NFL Season.
For TBWA/Chiat Day, project credits include Art Directors Jin Park and Jeff Feng and producer Jason Souter. Marble & Clay's team included director Noah Todd and producer Matt Labate. Ben Danik provided 3D Modeling. The spot's sound mix was engineered by Sound Lounge of New York.
Related Keywords:Commercial Production Spots HD After Effects Apple Cinematography Editing Final Cut Pro FCP NFL Sprint TBWA
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