Artistic Image Creates National Spot for Hall of Game Awards
Press release from Artistic Image:
Cartoon Network and Artistic Image joined forces to create two national spots for presenting sponsor Kids Foot Locker for Cartoon Network’s 2012 Hall of Game Awards that combine bold 3D visual effects with a captivating live-action scenario. The :30 spot, ‘Promo,’ features four sneaker candidates - Jordan Retro 10, Reebok Zig, NIKE Diamond Turf and NIKE Kobe 7 – in the running to be named the sickest sneaker, inviting viewers to vote for their favorite on hallofgame.com/sneakers. It’s followed by a :15 commercial, ‘Winning Sneaker,’ which reveals the victor on Cartoon Network.
Artistic Image’s live-action director, Ken Soons and director of visual effects Ed Dye helmed their award-winning hybrid creative company’s collaborative production, CGI, animation, design and editorial team as they took Cartoon Network’s concept from pre-visualization to delivery.
The first spot begins with a live-action shot of boy standing in front of a stylized Kids Foot Locker store admiring the coveted sneakers displayed in the window, as the voiceover opens with, ‘It’s more than just a sneaker, it’s a dream of greatness.’ His imagination kicks in as he suddenly is transported into a dream-like CGI-driven reality where, while wearing oversized computer generated photo realistic pairs of each of the four brands of footwear, he participates in a succession of sports which raise his skill level to that of a sports superstar.
The child begins by making his way down a street as animated buildings fall into place surrounding the live-action with a surreal cityscape. Wearing NIKE Diamond Turf, he breaks into a dance move, as his confidence builds ‘with a new move and the attitude to go with it.’ He takes his place at the starting line alongside a drag car, and as he takes off 3D exhaust pipes shoot flames from the back of his Reebok Zigs, giving him the competitive edge as he jumps through a banner with the Foot Locker logo on it, and ‘finishes the race in style’. As the boy lands, a basketball court forms around him, where he ‘makes the game-winning play just before the buzzer’ donning a pair of Jordan Retro 10’s. And finally, sporting larger-than-life NIKE Kobe 7s, he takes his game to new heights as he dunks the winning basket. The power of his shot breaks the backboard and it shatters into a hail of 3D shards, jarring him back to reality, and once again he is standing in front of the Kids Foot Locker store’s window, gazing at the line-up of sneakers on display.
“Cartoon Network came to us with a great idea and script,” says Ed Dye. “I began creating the style boards for the spot as soon as we were awarded the job, and then we collaborated with Cartoon Network producer, Leslie Kleine, and senior writer and producer, Troy Gross during the conceptual stage of the project. Once the first set of boards was approved, we got to work detailing another series of boards for the live-action green screen shoot.”
“The blend of live-action and 2D and 3D animations make the spot come alive as the boy is transported into the dream sequence where, not only does he get to wear all four of the dream shoes, but he also jumps from one fun activity to another,” noted producer Fernanda Martin. “Artistic Image created everything, from the stylized Kids Foot Locker storefront and sneakers - to the whimsical, dream-like animation that conveys the thrill the boy felt during his fantasy journey.”