In this spot for Guinness and iiBBDO, Motion Theory directors Jesus de Francisco and Mark Kudsi move the fast-paced and aggressive field sport of hurling from the playing field to a stylized cube, adding a whole new dimension to the action.
The spot, filmed on stage in London with some of the sport's up-and-comers, highlights the intense athleticism of the sport, in an innovative event sponsored by Guinness. At key moments in the action, time almost stops, and the action emanates another visual layer before exploding back into full-speed motion.
Shot by cinematographer Daniel Landin, the spot captures the excitement and drama of sport and competition at its most intense. De Francisco and Kudsi worked with Motion Theory visual effects supervisor Caleb Owens in building a simple, dynamic environment and creating the visual ripples that echo the action.
Credits:
Client: Guinness Title: ANOTHER DIMENSIONAgency: iiBBDO Art Director: Catherine LennonCopywriter: Sophie FarquharCreative Director: Mal StevensonProducer: Noel ByrneAccount Manager: Tanya English
Directors: Jesus de Francisco, Mark KudsiDP: Daniel Landin Production Company: Motion Theory, Rokkit Productions Producer: Nicola SimsExecutive Producer: Javier Jimenez (Motion Theory), Dan Dickenson (Rokkit)
VFX: Motion Theory VFX Supervisor: Caleb OwensSenior Art Director: Mark KudsiVFX Producer: Matt WinkelVFX Coordinator: Chris TuasonLead Designer: Matt LambertDesigners: Nick Losq, Leanne Dare, Ian Kim, Bradley Munkowitz, Mitch Paone, Helena Skonieczny3D Artists: Chris Clyne, Ben Grangereau, Andrew Romatz, Na Song, Danny ZobristMatte Painters: Chelsea Douglas, Amy PaskowProgrammer: Keith PaskoLead Compositor: Jared SandrewCompositors: Matt Motal, Rob Resella, Matt Lambert, Chris Moore, Irene ParkRotoscope Artists: Eric Almeras, Ed Anderson, Krystal Chinn, Eric Deinzer, Stephen Edwards, Keiko Kojima
Editorial Company: StringEditor: Jason Webb Assistant Editor: Noah Duesterberg-ChavezEditorial Producer: Patrick NugentEditorial Coordinator: Eddie Boles
Finishing: Danny Yoon (1.1 VFX)Colorist: Steve Rodriguez, RiOT
Audio Post: POP Sound, Santa Monica, CaliforniaMixer: Mitch DorfAssistant Mixer: Dante FazioExecutive Producer: Susie BoyajanSound Designer: Mitch Dorf
