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Saturday, 8 September 2007 | Levent OZLER
Exopolis Kicks Off New Sprint Ad for NFL Mobile Service
Multidisciplinary creative studio Exopolis has been tapped by San Francisco ad agency Goodby, Silverstein & Partners to produce a :30 (and :15 cut-down) in-stadium ad promoting Sprint's NFL Mobile service. Intended for display across Jumbotron monitors and LED banners, the effort is part of the new "Sprint Ahead" ad campaign, which features the use of light to convey creativity and speed. Exopolis directed the live-action greenscreen shoot and handled all animation and editorial for the spot, which launches during the first Indianapolis Colts home game against the New Orleans Saints on Sept. 6, and will air in select stadiums throughout the 2007-2008 NFL season.
NFL Mobile lets sports fans access highlights, updates and scores directly from their cellular phones. To take advantage of the Jumbotron's high quality image resolution, Exopolis developed a dramatic spot that captures the strength and dynamic movement of football, and connects it with the power of the NFL Mobile service.
Set to a dramatic orchestral score and shot in slow motion using the Photo-Sonics 4ER High Speed camera on 35mm film, the spot features two black-clad football players battling it out against a darkened backdrop. Each movement elicits a trail of fiery light. When the players finally collide together, their impact sets off an explosion of energy, which envelops the screen and leads into the NFL Mobile product shot, team sponsorship graphics and closing tagline, "Sprint ahead."
Goodby, Silverstein & Partners gave Exopolis the mandate to push the "Sprint Ahead" light streaks visual so that it felt new and interesting and was an evolution of the stop motion light effects seen in the current "Sprint Ahead" ad campaign. An additional requirement was ensuring that the greenscreen shoot produced footage that conveyed the physical power of the players, even after they were composited into a black environment and surrounded by animated graphics. Exopolis achieved this by paying special attention to the on-set lighting and through tight rotoscoping and compositing in post. The spot was created using a combination of MAXON Cinema 4D and Adobe After Effects.
Said Jason O'Leary, Executive Producer, Exopolis, "The experience of overseeing the live-action production enabled our creatives to properly dictate and receive the types of player movements that would benefit the spot in the end. It also allowed us to dictate to the DP and crew what we needed to make the post-production process more efficient. Goodby trusted our vision and production capabilities from the beginning, and allowed us to use our creative and animation expertise to develop the light streaks in a way that looked amazing and could get done in their timeline."
Exopolis is a creative studio combining the strategic and conceptual capabilities of a traditional marketing consultancy with the technical and design chops of a broadcast and interactive production company. With a focus on an integrated, organic approach, Exopolis ignores traditional media divisions - reflecting the inevitable future of communications. Operating from its headquarters in Los Angeles, the studio has generated award-winning broadcast, interactive, mobile and print work for clients including Universal Pictures, Disney, Nickelodeon, IFC, HBO, McCann-Erickson, JWT, Goodby, Silverstein & Partners, Crispin Porter + Bogusky, TBWA\Chiat\Day, Publicis, Toei Animation World Wide, The Atlantis Hotel Group and The Coca-Cola Company.
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