Guts, gusto, gumption! This past December, in Breckenridge, CO, the production artisans at Habana Avenue captured extreme sports spirit for 5 Oakley goggles spots, set to air leading up to and through X Games 13 coverage on multiple ESPN channels and over cable.
Based on the concept of what it’s like to live in the mind and behind the eyes of an extreme sports Oakley athlete, each spot centers on one sportsperson (whose name brands a particular Oakley goggle line) to show the vast “viewing” difference wearing a pair “makes”.
Given each extreme sports star’s busy schedule and whirlwind lifestyle, a mere 20 minutes of preparation and/or shooting was allotted per star (such as snowboarder/skateboarder Shaun White, Gretchen Bleiler, Simon Dumont or free skier Tanner Hall). Thus, taking them to the powdery slopes was to be a luxury unaffordable.
No problem: With the help of FX West Habana Avenue fashioned the solution which began with shooting the snowy vistas of old military Camp Hale 13,000 feet up (from snowmobiles) with a RED digital camera on day 1. And on day 2, juxtaposing footage of each onstage athlete shot on digi /chroma key blue.
An FX West-supplied Sorensen ZEBRA motion control dolly rig was employed for matching shots of the athletes (turntable-spun, respectively) to the mountain shots. Then, using digi / chroma key green, static mountain and X Game footage was superimposed onto star-sported Oakley goggle lenses to grasp their “life-views”.
Reflects Habana Avenue’s creative director/executive producer Steven J. Levy: “We at Habana work with cutting-edge companies like Oakley and high-level celebrities and/or athletes who often have minimal time to spare. Part of our production philosophy is that we’re always able to do something special and unique within those prized moments.”
He goes on to say that he and the Habana Avenue crews “use technology to advance beyond the standard interview. It’s what helps make our footage very enticing and very hot!”
Chris Mantzaris served as director. Mark Groeschner acted as producer. Michael Pescasio was director of photography. And FX West’s Tim Dmec “really made this possible.”
Habana Avenue is a full-service TV, film, live event and concert-experience production company and an original content creator. The company has offices in New York City, Los Angeles, Miami’s South Beach and Tampa. It maintains a boutique postproduction facility in Tampa and has postproduction partnerships with the full-service Mad Toy Box Post in Charlotte, North Carolina and Vidiots in New York City.