- Monday, Feb. 27, 2012
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The directors and producers from London-based production company and design studio Brand New School (BNS) are very proud to detail their latest project. Developed in partnership with BNS's London-based live-action production partner Outsider, advertising agency Iris Singapore and Asia Pacific Breweries Ltd., three stylish new campaign spots promoting the 2012 Tiger Street Football event recently began airing across Asia.
Tiger Street Football is a global tournament featuring fast, furious, ultra-intense 5-on-5 matches confined within a caged oval pitch. Teams from Asia, South America and Europe will compete in this year's epic clash, leading to the Thailand National Finals on 9-10 March in Bangkok, where the winners will be named the world's best street footballers.
"We've been fans of BNS's work for years," said Iris Singapore's deputy creative director Clarence Chiew. "So when the opportunity came around to do something that we'd never seen before, we called BNS and crossed our fingers hoping they weren't too busy. Working with Dennis and Jonathan was an inspiring process. What we appreciated most was how proactive and enthusiastic they were in getting the details right."
In its first collaboration with Outsider, BNS and directors Dennis Go and Jonathan Notaro created the campaign's meticulously animated spots. The first :20 showcases "Skill," a second :20 presents "Speed," and in the campaign's :30, those two forces lock in "Battle." BNS also delivered high-resolution print elements for the campaign matching these three themes.
"The challenge from Iris Singapore's Clarence Chiew, creative group head Jimmy Lee, creative Vincent Tay and producer Kim Lim was to dramatically show how street football is played," said BNS London's executive producer Kayt Hall. "The vision began with illustrations they provided, and we were all mesmerized as Dennis and Jonathan unveiled their interpretation of how the players and the environment would look, and how the unique animation style would use the players' actions – and even the movement of their clothes – to convey street football's fast-paced excitement."
"Skill is from freestyle football, which is played with rhythm," Dennis Go began. "To me, the best representation for that is paint… the artistry of the player's moves leave a brush stroke-like effect. Speed is a very aggressive style of football, so that player is represented with shards and particles that break up. He's so fast even his own physical nature can't keep up with him."
With Outsider's production team and director of photography Alex Barber, Go, Notaro, Hall and their crew shot live-action footage of skilled athletes on a green-screen stage for two days, using massive lighting and a crane rigs. Shooting the players performing in athletic clothing for the purpose of tracking and rebuilding their clothes in 3D, the live-action footage was captured in different frame rates and shutter angles.
"My idea for the visual style of the animation was very connected to the players' clothes, and the only way we could achieve the look was to build their clothes in 3D," added Go. With this in mind, based on edits of the live-action footage from editor Moss Levenson, the players' actions were tracked, and their clothes were simulated and then animated. Over the course of each spot, more animation was created in 2D to further integrate the animation and clothing into the live-action, with additional painting frame-by-frame to achieve the look. BNS artists also built the urban environment the players exist in to be very stylized and virtually devoid of color, to allow the players to be the focal points of each spot. Main artistic tools for the project include the RED digital camera system, Autodesk Maya, Maxon's Cinema 4D, Adobe After Effects and The Foundry's Nuke. Final color-grading and finishing were handled at BNS using Autodesk Flame, and each spot features original music and sound design courtesy of Machine Head.
For Outsider, the team consisted of executive producer Richard Packer, managing director Robert Campbell and producer Stephen Elgar. Additional BNS credits include executive producer Devin Brook, designers Ricardo Villavicencio and Freddy Arenas, CG lead/technical director Meng Han Ho, 3D artists John Kalaigian, Ryan Lang, Ylli Orana, Spyridon Serbos, Freddy Arenas, Jerry Chow, Brad Walter, Aras Darmawan, Piotr Glabinski and Christian Day, 3D tracking courtesy of VramFX, rotoscoping courtesy of BotFX and Mark Lieberman, storyboard artists Will Rosado and Matt Robinson, Flame artists Blake Huber and David Parker, 2D artists Danny Princz, Eric Concepcion, Chris West and Fabian Tejada, and producer Ryan McRee.
For more information on Tiger Street Football, please visit www.tigerstreetfootball.com.
About Brand New School
With offices in New York, Los Angeles and London, Brand New School is a vertically integrated production company and design studio that delivers extraordinary media on all platforms. Offering a new model for creative digital production, we are filmmakers, developers, designers, animators, editors, illustrators, and producers dedicated to driving communications to new heights. Akin to leading academic institutions, our guiding philosophies prize experimentation and learning, and our commitment to discovering the best ideas for our clients is absolute. For more information, please visit www.brandnewschool.com.
DWA for Brand New School
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