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AD SPORTS TV (2015) CGI Live Action, Sports, Commercial, Advertisement Produced by FRAME (http://www.frame.dk) Client: ADM’s Abu Dhabi Sports TV Form more info visit https://vimeo.com/thisisframe/videos On the heels of a competitive pitch for a major branding overhaul of Abu Dhabi Media’s (ADM) – previously Abu Dhabi Media Company – flagship channels, Dubai-based multi- disciplinary integrated design house Les Folies has embarked on a massive branding revamp for ADM’s Abu Dhabi Sports TV, which culminated in an official re-launch of the station on August 8. Built around the message that “every ground can be your playground” - "#YourSportsFeild", Abu Dhabi Sports’ eight idents transformed the city’s landmark locations into sports field, calling on viewers to action and active participation in the game – and focusing on seven sports, namely football, tennis, jiujitsu, fencing, MMA, sprinting, swimming and basketball. The team at les folies came up with what was seamlessly smiple but at the same time extremely complicated. This huge undertake was led by award winning ECD Obeida Sidani, who entrusted Dubai based production label VIP Films that brought on acclaimed director Anders Schroder and celebrated DOP Zubin Mistry to the power team behind this campaign. The limits of this production was pushed even further by bringing in almost bionic elements in the forms of world renowned athletes – both local and foreign – who performed their various sports in the streets of night time Abu Dhabi with its iconic buildings as backdrops. The team at Frame creative directed, conceptualized and animated the transforming floors under the athlete and the particle systems around him. Anders wanted to explore what the opposite of the ever so popular organic film look using handheld, vintage lenses to create shallow depth of field and flat grading would look like. He wanted to achieve a look that was almost synthetic and videogame-like with extreme angles and razor sharp infinite focus but all achieved in-camera. A look that would be synonymous with high performance rather than the performers themselves. Being fascinated by the HDR look typically associated with commercial sports photography, Anders suggested to re-create this look BUT in live action. The technique is based on the idea of shooting with multiple exposures and then combine them in post. Furthermore, Anders wanted to shoot high-speed with zero motion blur and considering this was a night shoot which added tremendously to the difficulty. The result is a spectacular and hyper-real look that feels almost CG-like even though most of it was shot in camera. Sound design was instrumental in this process where each sport was requested as a sound. The whole concept of sonic branding was restudied to come up with new sounds. Obeida worked closely with BKP productions to non cliche sports music. ------------------------------------------------------------- TODAY's LINEUP SHORTS AND FILMS. Remember to SUBSCRIBE & Share. 1 - Bloomberg "FXGO" by AGgressive.TV http://bit.ly/1O131L0 2 - Optimus by Ignyte Studios - ignyte.de http://bit.ly/1Q171sy 3 - Adult hair by ESMA http://bit.ly/1jB2QcX FEATURED ARTIST: Mario Magnatti Mariom - http://illustrationVault.com/mario-magnatti-mariom ------------------------------------------------------------- Thanks for SUBSCRIBING - http://bit.ly/1QO2b6p If you're an ANIMATOR, FILM MAKER or STUDIO and would like your project showcase on our channels and considered for publishing in our books and magazines which are distributed to industry professionals and film producers visit http://bit.ly/1lBtIuI . If you're an ARTIST or ILLUSTRATOR and would like your Portfolio promoted and license your work and sell your artwork, concept sketches and illustrations to Advertising Agencies, Magazines and Mainstream publications, and Film studios. Apply to http://illustrationvault.com/application ------------------------------------------------------------- WHO ARE WE? http://madartistpublishing.com http://worldanimationfilmfestival.com http://sketchoholic.com http://madartistgroup.com http://illustrationvault.com 2 of OUR TOP BOOKS http://thecompleteartistbook.com http://thejamesbondbook.com http://facebook.com/madartistpublishing http://facebook.com/sketchoholic http://facebook.com/worldanimationfilmfestival ------------------------------------------------------------- For licensing of films, videos and price quotes relating to creative services, video production or other representation inquiries contactmadartistpublishing@gmail.com. We have permissions to broadcast this video and or it is part of Creative Commons the http://creativecommons.org/licenses/by-nc-sa/3.0/.0/. If you believe this video should not be broadcasted on our channel, please contact madartistpublishing@gmail.com to remedy the situation.