Most NCAA student- athletes end up having careers in something other than sports. Motion Theory director Grady Hall teamed with Y&R San Francisco to dramatically illustrate this fact in a two-spot campaign launched during March Madness.
The first spot, BEYOND THE BOUNDARIES, shows athletes transform instantly into their professional careers as soon as they step outside the lines of their sports. AMBIDEXTROUS features student-athletes showing off an impossible ambidexterity, simultaneously doing both a sport and a career with different halves of their body. Both spots feature a combination of live-action footage (filmed by cinematographer Jeff Cronenweth) and high-end visual effects completed by Motion Theory.
Y&R ECD Scott Larson said, "We asked Grady Hall and his team at Motion Theory to realize the impossible and they not only accomplished our challenge, they exceeded it with jaw-dropping, grab-you-by-the-eyeballs visuals that we can't wait to see throughout March Madness." Motion Theory Art Director Rob Resella and Visual Effects Supervisor Bryan Godwin led the design and visual effects efforts, while 1.1 VFX's Danny Yoon supervised the compositing for the PSA campaign.
Jo Jo Rinebold, Managing Director of Brand Strategies and Events for the NCAA added, "The NCAA is committed to integrating the academic and athletic experiences of the student-athlete to best prepare them for life after they graduate. Motion Theory and Y&R brought a level of creativity and technology to this project that elevated this message."
Credits:
NCAA AMBIDEXTROUSAirdate: March Madness 3/19Client: NCAA
AGENCYAgency: Young & Rubicam SFExecutive Creative Directors: Scott Larson & Brad BergACD/Art Director: Hilary WolfeCopywriter: Brandon ReifExecutive Producer: Debra TrotzSVP Account Managing Director: Paul Hastings
PRODUCTIONProduction Company: Motion TheoryDirector: Grady HallDP: Jeff CronenwethExecutive Producer: Javier JimenezLine Producer: Scott Gemmell
POST-PRODUCTIONVFX Company: Motion TheoryArt Director: Robin ResellaVFX Supervisor: Bryan GodwinProducer: Patrick NugentDesigners: Heidi Berg, Joseph Chan, Diana Chang, Evan Parsons3D Artists: John Tumlin, Anita EdwardsPrevisualization: Ben NelsonRotoscope Artists: Rob Liscombe (Lead Roto), Mike Boden, Megan Gaffney Kanae Morton, Sam Winkler, Shihlin WuMatte Painters: Amy Paskow, Pete PaceFlame Artist: Carlos MoralesPost Production Manager: Sheri PattersonPost Production Assistant: Rebecca Lindberg
EDITORIALEditorial Company: StringEditor: Colin WoodsAssistant Editor: Greg KimEditorial Coordinator: Peter NelsonFinishing: Danny Yoon (1.1.VFX)
SOUND/MUSICSound Design: Machine HeadSound Designer/Creative Director: Stephen DeweySound Designer/Mixer: Kip SmedleyMusic Composer: Gregory "Gregtronic" Jenkins
Violin Music: Ambidextrous and Violin :15 - Beacon Street Studios
NCAA BEYOND THE BOUNDARIESAirdate: March Madness 3/19Client: NCAA
AGENCYAgency: Young & Rubicam SFExecutive Creative Directors: Scott Larson and Brad BergCreative Director/Writer: Paul CerekACD/Art Director: Chris ToffoliExecutive Producer: Debra TrotzSVP Account Managing Director: Paul Hastings
PRODUCTIONProduction Company: Motion TheoryDirector: Grady HallDP: Jeff CronenwethExecutive Producer: Javier JimenezLine Producer: Scott Gemmell
POST-PRODUCTIONVFX Company: Motion TheoryArt Director: Robin ResellaVFX Supervisor: Bryan GodwinProducer: Patrick NugentDesigner: Mitch Anderson3D Artists: Ben Hendricks, Chris LeonePrevisualization: Ben NelsonRotoscope Artists: Rob Liscombe (Lead Roto), Mike Boden, Megan Gaffney Kanae Morton, Sam Winkler, Shihlin WuMatte Painter: Amy PaskowFlame Artist: Danny YoonPost Production Manager: Sheri PattersonPost Production Assistant: Rebecca Lindberg
EDITORIALEditorial Company: StringEditor: Jeff ConsiglioAssistant Editor: Greg KimEditorial Coordinator: Peter NelsonFinishing: Danny Yoon (1.1.VFX)
SOUND/MUSICSound Design: Machine HeadSound Designer/Creative Director: Stephen DeweySound Designer/Mixer: Kip SmedleyMusic Composer: Gregory "Gregtronic" Jenkins
