Motion

AD Sports TV -Dir Cut

By:
frame.dk
Obeida Sidani
Hicham Soubra
Thomas Bay
Anders Schroder
GMUNK 9.5 D.S.H. 9 J.S. 9.7 P.K. 7.5 V.M.H. 9 A.M. 9 J.M. 9 V.C. 9 C.H. 9.5 P.T. 8.8 Creative 9 GMUNK 9.5 D.S.H. 8 J.S. 9.7 P.K. 8 V.M.H. 10 A.M. 8.2 J.M. 9.5 V.C. 9 C.H. 10 P.T. 8.5 Design 9 GMUNK 10 D.S.H. 9 J.S. 9.9 P.K. 8 V.M.H. 10 A.M. 9.5 J.M. 9 V.C. 9.25 C.H. 10 P.T. 8.9 Craft 9.4 GMUNK 9.7 D.S.H. 8.7 J.S. 9.8 P.K. 7.8 V.M.H. 9.7 A.M. 8.9 J.M. 9.2 V.C. 9.1 C.H. 9.8 P.T. 8.7 Total 9.1
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" - "#YourSportsField", Abu Dhabi Sports eight idents transformed the city's andmark locatoins into sports fields, calling on viewers to action and active participation in the game - and focusing on seven sports, namely football, tennis, jiu jitsu, fencing, MMA, sprinting, swimming and basketball. The team at les foiles came up with what was seamlessly simple 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 Concept

In a collaboration with Obeida Sidani, Executive Creative Director at Les Folies, Director and Creative Director Anders Schroder at Frame came up with the idea of having top athletes of various sports performing in the streets with the iconic buildings of night-time Abu Dhabi as the backdrop. As they are performing the surroundings would transform into their respective playing fields.
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.

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.

The Production

The limits of this production was pushed even further by bringing in almost biconic 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.

Being fascinated by the HDR look typically associated with commercial sports photography, Anders suggested to recreate 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.

Together with DP Zubin Mistry they asked themselves: How do we shoot fast paced action high-speed, everything in focus, no motion blur, at night, with both the building and the sky and athlete fully exposed?

The answer was motion control, a monstrous lighting package, Master Primes wide angles, Phantom Flex 4K, and lots of compositing. Using the motion control rig they filmed each shot in several passes moving the massive light rigs out of the shot each time background and buildings were being shot. The motion control rig enables the team to be able to squeeze in another cool gimmick; slow motion athletes in the foreground and time lapse cityscapes in the background - in the same shot!

Final

The result is a spectacular and hyper-real look that feels almost CG-like even though most of it was shot in camera.

Client
frame.dk
Credits
Obeida Sidani Executive Creative Director
Hicham Soubra Producer
Thomas Bay Executive Producer
Anders Schroder Director
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