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Union Editorial Gets In The Game For EA SportsCuts TV spot for "NBA Live 2005" (November 04, 2004)
Union Editorial recently edited "LongJump," a 30-second TV spot for the new console game "NBA Live 2005" from EA Sports. Directed by Marcus Nispel for MJZ via See Advertising, San Francisco, the spot features NBA stars Jason Richardson, Baron Davis, Paul Pierce and Vince Carter performing "Freestyle Air" slam-dunks, a signature feature in the game that enables players to make never-before-seen dunks, shot blocks, rebounds and other moves. The spot broke in October.
"LongJump" opens on a basketball court, as one seamless camera move transitions from players Baron Davis, Jason Richardson and Paul Pierce and finally, Vince Carter, as they shoot one seemingly continuous slam-dunk. The live-action footage is then interspersed with in-game footage, with only the most observant viewers able to discern the real player from his virtual doppelganger.
The concept behind "LongJump" takes inspiration from artist David Hockney, whose celebrated photocollages create a "complete" picture from a series of individually photographed details. Director Marcus Nispel filmed Richardson, Davis, Pierce and Carter in action on set. Union Editorial's Einar then used an Avid Adrenaline to create different layers from the shot footage from the actual game, 20 layers all told. To further the Hockney theme, Diesel FX digitally created "tape marks" so each layer appears to be a photograph "taped" onto the screen.
Said Union editor Einar, "With gaming spots, the actual video game footage usually gets downplayed as an afterthought at the end of the spot. EA Sports is renowned in the industry for having incredibly real looking graphics, and Marcus Nispel wanted to emphasize this by presenting the real and virtual footage side-by-side. He took a very risky creative approach and succeeded."
About Union Editorial
Union Editorial brings together a highly creative group of talent to bring a new level of service to the commercial post-production industry. Union's dynamic team is equipped with the tools and talent to accommodate all forms of creative editorial for the changing needs of today's diverse advertising and branding initiatives. The new 10,000-square foot home of Union Editorial combines the most up-to-date equipment with the highest-end client amenities available.
For more information about Union Editorial, please visit www.unioneditorial.com or call (310) 481-2200.
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