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Wednesday, 2 November 2005 | Levent OZLER
Fluid's Visual Effects Provide the Answer for Reebok Campaign
FLUID, the Manhattan-based music and editorial studio, provided the visual effects for a :30 Reebok spot, launching the Answer IX shoe and featuring NBA Superstar and point guard for the Philadelphia 76ers Allen Iverson. Developed through mcgarrybowen (New York, NY), the spot, entitled 10 Years Of Heart, promotes Reebok's Answer IX shoe with the pump technology that offers the perfect fit by surrounding the foot with an automatic, form fitting air chamber that you can turn on or off as needed. The spot debuted on ESPN nationally on October 18th.
Reebok athlete Allen Iverson has been defined throughout his career by his heart. He has suffered countless injuries over the course of his ten years in the NBA but has continued to play with the same heart and intensity as he did the day he first stepped on the floor. Often called the toughest guy in the NBA, Iverson never misses a beat and when he plays, he plays in his signature shoe from Reebok. The Answer IX will be Allen's 10th shoe from Reebok, and his first with the pump technology.
As the spot opens, we find Iverson, alone, sitting on the trainers table, alone, deep in concentration, psyching himself up for a game. "The agency needed a quick, elegant way to name and locate Iverson's numerous injuries. They did not want a medical rundown, but rather a graphic representation that would hint at science. The first challenge was to create an abstraction that would show the site of each injury but not look like a demo for a pharmaceutical spot," explained FLUID Design Director/Partner Alex Frowein. "I looked for a way to put some texture into Iverson's arms and hands and tried a number of approaches but his numerous tattoos create a palate of their own and many of the ideas I experimented with conflicted with his body art. Eventually I decided on a grid that I superimposed over parts of his body to indicate the location of his injuries. The camera dollies in circles around Iverson capturing him from above, from the side, from below. The type and the grid element I created enhance the motion inherent in the film and the grid is effective in tying all the elements and the final tag, 'A Decade Later, Stronger than Ever,' together," continued Frowein.
Of the agency's recent collaboration with FLUID, mcgarrybowen Producer Katya Bankowsky said, "Alex always takes a very elegant and sophisticated approach to design. For our Reebok spot, he was able to come up with a graphic treatment that communicates a lot of information but in a cool, understated way."
The title design and graphics were provided by a FLUID team which included Design Director/Partner Alex Frowein who created the visual effects, Graphic Producer Virginia Galvan and Executive Producer Marc Schwartz.
The mcgarrybowen creative team included Creative Director/Copywriter Randy Van Kleeck, Creative Director/Art Director Warren Eakins, Executive Producer Katya Bankowsky and Account Managing Director Lyle Tick.
The spot was lensed in Los Angeles, CA by Lotus Filmworks, Inc. (Los Angeles, CA) and Director Jessy Terrero and Director of Photography Crash.
The film-to-tape was completed at Company 3 (New York, NY) and Colorist Tim Masick.
Offline editorial was completed by Editor is Adam Schwartz of Company X (New York, NY).
The conform was completed at Rhino FX (New York, NY) by Editor John Budion.
The final audio mix was completed at Sound Lounge (New York, NY) by Mixer Tom Jucarone.
Music and sound design were supplied by Paul Riggio of Sugarbox (New York, NY).
Fluid: http://www.dexigner.com/directory/detail/6596/
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