Nice Shoes working in collaboration with Grey Advertising recently handled all post/effects, including color grading, on a massive 10-spot campaign promoting various NFL products and initiatives, from their new line of women's clothing to the league's official Ticket Exchange to the Play 60 youth fitness initiative.
Rather than aligning along a common theme or basic plotline, each spot is set to unique music and takes a different approach to promote its product.
(which has several versions, one of which features Alyssa Milano) is a montage - set to the sounds of April Smith's cover of
You Don't Own Me
- of women angrily tossing NFL jerseys at their boyfriends, ostensibly ending the relationship. All appears well in the final scene, however, as a confused man appears at his girl's door and she steps out in her sleekly form-fitting NFL women's gear.
focuses on a vehicle full of NFL stars in transit, headphones on, amping up for the big event ahead - a Play 60 event. Play 60 is an NFL initiative encouraging kids to get at least 60 minutes of play every day.
Pain & Fortune
toggles between one man, balefully staring at a computer screen, agonizing over whether to sell his tickets as his pregnant wife stands behind him; and a potential buyer, staring at the opposite screen, buying the same tickets for his overjoyed son.
is a showcase of fans from across the country -some on motorcycles, ambulances, cars and buses all custom-painted in team colors - streaming toward the stadium on game day. Other :30s promote the NFL's fantasy games, RedZone Channel and customizable jerseys.
The sheer variety of spots made this a perfect project for Nice Shoes' unique capabilities. "This campaign is just the latest example of how the seamless workflow between our VFX and color-grading departments produces a superior final product," noted VFX Artist Jason Farber. "Rather than working in isolation, each artist closely collaborates with the others at every step, saving time and money for all involved."
Nice Shoes teamed up with familiar company for the campaign. "Having done many projects with the creatives Eric and Lars from Grey as well as Rock Paper Scissors is a plus," said Colorist Lez Rudge. "This relationship really streamlines the workflow and helps us tailor projects to client's exact specifications."
Product: NFL Opus 2010
Pain & Fortune
Me, Myself and I
Fans of Sunday, Dots, Flags, The Trip, Walk-Through, Quitting Time
Air Date: November 2010
CD(s): Lars Jorgenson, Eric Segal
Producer: Alison Horn
Prod Company: Supply & Demand
Director: Josh Taft
DP: Don Davis
EP: Charles Salice
Line Producer: Vincent Oster
Editorial: Rock Paper Scissors
Editor(s): Damion Clayton, Adam Pertofsky, Carlos Arias, Elliot Graham, Frank Snider, Aaron Tompkins
EP: Helena Lee
Color Grading: Nice Shoes
Colorist(s): Lez Rudge, Lenny Mastrandrea, Chris Ryan, Ron Sudul, Gene Curley
EP: Pat Portela
Post/Effects: Nice Shoes
VFX Artist(s): Jason Farber, John Shea, Bryan Rosenblum, Russ Bigsby
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, CTO Bob Keske, and VP of Sales & Marketing Travis Taylor.
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