 |
Saturday, 30 September 2006 | Levent OZLER
Perception Teams with Agency the Concept Farm and ESPN
for New Major League Baseball Playoff Campaign
Perception, the BDA World Gold award winning design/post studio founded by former R/GA creatives Jeremy Lasky, Danny Gonzalez and Brendan Werner, played ball with creative agency The Concept Farm on new promo campaign for ESPN's upcoming Major League Baseball playoff coverage. The spots, which were finished in HD and SD, will begin airing the week of September 25, prior to the start of the playoffs on October 3rd. In addition ESPN will utilize the look and feel of the campaign for the Division Series games and as they develop topical spots for the actual match-ups in the Division Series.
Click here to watch the Perception designed MLB promos for ESPN:
http://www.perceptionmediacorp.com/Clients...igers_Final.mov
http://www.perceptionmediacorp.com/Clients...Cards_Final.mov
http://www.perceptionmediacorp.com/Clients...Twins_Final.mov
http://www.perceptionmediacorp.com/Clients...dgers_Final.mov
http://www.perceptionmediacorp.com/Clients...ls/As_Final.mov
http://www.perceptionmediacorp.com/Clients.../Mets_Final.mov
Featuring extensive 2D and 3D animation, the campaign uses a blackboard and chalk to cleverly illustrate each team's "formula" for success. For the Cardinals spot, third baseman Scott Rolen dives to his left, nearly colliding with a plus sign followed by a gold-colored baseball glove and a number 6, referring Rolen's six Gold Glove awards; while in the Detroit Tigers spot catcher Ivan "Pudge" Rodriguez runs through the team's woeful 2005 column of 91 losses, wiping out all trace of them as he does so.
"From the beginning, we wanted this to look like a blackboard come to life," says Gonzalez, Visual Effects Director. "We shot high-definition footage of a real blackboard at a school in Manhattan and were given a large number of HD shots to work with before hand-drawing a lot of the chalkboard elements and mixing them in with the footage. From there we rotoscoped the live action footage and created the half-chalk, half-real depiction of the players that makes the campaign look so distinct. The chalk dust, smearing and the authentic textures were created by our talented design team."
For Lasky, Perception's Design Director, the challenge was to find an engaging way to get all the information into a 15 second spot. "There is a lot of information that is relayed in that short time, all of which adds up to each team's winning formula," says Lasky, "We included star players as well as recognizable city landmarks and team folklore to create an entertaining, thoughtful campaign."
Coupled with extensive 3D work Perception relied greatly on its own artistic hands to create a believable chalkboard look.
"We enjoyed a great collaboration with The Concept Farm to come up with how these blackboard formula would look," says Werner, Editorial Director. "By intermixing player imagery with baseball statistics, team facts, and a few inside jokes, the spots should appeal both to diehard fans of each team and to other potential viewers who might be new to the team. The creatives at Concept Farm loved all the little details and informational tidbits."
About Perception
Founded in 2002 by former R/GA creatives Jeremy Lasky (Design Director); Brendan Werner (Editorial Director); and Daniel Gonzalez (Effects Director), Perception's (www.perceptionNYC.com) mission is to create world-class commercial visual art. The company was honored with seven 2006 BDA awards, including a World Gold for Total Show Package for ESPN Classic's Ringside, as well as an Emmy nomination.
Specializing in high-end motion graphics and visual effects for top advertising agencies, broadcast networks and film studios Perception's work includes commercials, network on-air design/promos, show opens/packaging, film title sequences, trailers, music video, corporate video and web design. Since its launch the company has completed assignments for ABC Sports, HBO, Cinemax, ESPN, ESPN2, ESPN Classic, AMC, We, Spike TV, Voom HD, Bravo!, Miramax, McDonald's, Sony Music, TV Land/Nickelodeon, FUSE Channel, Ogilvy and Mather, Time Warner Cable, Dish Network, VOOM, Playboy Entertainment, Purina, Avrett Free Ginsberg, Showtime, Grey Healthcare, and The Constitution Center, Philadelphia, PA.
Perception: http://www.dexigner.com/directory/detail/8097/
Toolkit: Adobe After Effects, Adobe Photoshop, Adobe Illustrator Apple Final Cut Pro Cinema 4D Autodesk Combustion
Creative Credits
Client: ESPN
Project: Major League Baseball promo campaign
Airdate: September 25
Client: ESPN
Senior Brand Director: Seth Ader
Brand Manager: Scott Campbell
Brand Coordinator: Brooke Steinberg
Agency: The Concept Farm, New York
Creative Directors: John Gellos, Gregg Wasiak
Art Director: Roger Stephens, John Gellos
Copywriter: Gregg Wasiak
Design/Animation: Perception, New York
Live Action Directors: Jeremy Lasky, Danny Gonzalez
Design Director: Jeremy Lasky
Visual Effects Director: Danny Gonzalez
Designer: Mara Smalley
Designer/Animator: George Sepulveda, Christian Gaetgens, John Lepore, Juan Beltre, Michael Senften
Editor: Josh Laurence
Illustrator:Stephen Lasky
Producer: Sarah Steinfeld
Production Assistant: Chaz Russo
Post Production: The Post Farm, New York
Producers: Rick Debbie, Mike McCall
Editors: Jimmy Spence, Mike Siedlecki
Music: Q Department, New York, NY
Composer: Drazen Bosnjak
Audio Post: Pennylane Studios, New York
Engineer: Joe Miuccio
Voiceover: Sam Fontana
|
|
|
