New York-based creative studio Nice Shoes continues to expand 3D workflow in a new spot for Sony and ESPN that showcases all of their services in their latest stereoscopic 3D endeavor.
In the humorous :30 spot
, a group of guys arrive at a friend’s house to watch ESPN’s broadcast of the BCS National Championship Game in 3D on his Sony HD TV only to find he’s renovated the whole place to further enhance the viewing experience. Ad agency The Vault asked Nice Shoes to complete all the post work on the technically complex commercial, including animation, graphics, compositing and color-grading.
Color grading was performed on Nice Shoes’ Baselight platform, which now has a toolset for stereoscopic 3D color correction and geometry fixing. The software, along with a suite of tools developed in-house by Nice Shoes, has helped producers streamline its stereoscopic pipeline.
Senior Producer Pat Portela says Baselight is ideal for sharing files and combined with Nice Shoes robust shared network, enabled the producers and client to view, approve or tweak cuts quickly. “Never at any point was the client held back by the technology or the process of 3D,” she says. “They had time to make creative decisions and the technology was there to back up those changes.”
By handling all facets of the finishing work, Nice Shoes was able to mobilize all its departments to seamlessly move between the 2D and 3D versions each time Sony or ESPN needed a revision.
“It worked well that we were controlling every aspect of the job so if there was a change to the logo, for example, we could affect that change quickly in 3D and immediately integrate that in the 2D version as well,” says Creative Director Aron Baxter. “It would’ve been a lot more problematic if we’d only done one element of the job. It really enabled us to reassure the client that we could deal with making adjustments on the fly.”
“Having so many talented artists and advanced tools in-house enables us to give our clients full attention and anticipate their needs. We’re also able to pursue creative endeavors like our own original stereoscopic 3D film that is being produced entirely at Nice Shoes,” adds Baxter.
Product: ESPN/Sony BCS
Air Date: December 2010
Agency: The Vault NYC
Agency Creative Director: Jon Paley
Agency Producer: Sally Kapsalis
Director: Timothy Kendall
Editorial: Fortress of Evil
Editor: C. Scott Gorman
Color Grading: Nice Shoes
Colorist: Steve Gatti
Producer: Pat Portela
Post/Effects: Nice Shoes
CD: Aron Baxter
VFX Artist(s): Russ Bigsby, Vincent Roma, Bryan Rosenblum
Head of Production: Michael Donovan
Producer: Joe Hobaica
Design: Nice Shoes
Animator: James Collins
About Nice Shoes
NYC-based Nice Shoes is a full service, artist-driven design, animation, visual effects and color grading studio specializing in high-end commercials, web content, film, TV and music videos. Since its inception in 1996, the studio has prided itself on consistently reinvesting in its talent, technical backbone, and client experience to set the standard of excellence both creatively and technically. Key company principals include: CEO/Partner Dominic Pandolfino, Head of Production Mike Donovan, CDs Brian Bowman and Aron Baxter, Colorists/Partners Chris Ryan and Lez Rudge, Senior Producers Pat Portela and Christos Mountzouros, VFX Artist/Partner Rich Schreck, CFO/COO Julia Kisla, CIO Bob Keske, and VP of Sales & Marketing Travis Taylor.
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