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Moneyshots QBs New NFL Reebok Spots

Moneyshots recently completed visual effects on a series of spots for Reebok featuring the NFL Summit Heavyweight Jacket and Philadelphia Eagles Quarterback Donavan McNabb. Directed by The Odiorne Brothers for Arnell Group, the 30- and 10-second spots were shot in Philadelphia over three days, and utilize a series of scenes connected by the winter breaths of Eagles players and fans.

The breaths being exhaled were a key storytelling element in these spots, said Moneyshots creative director Elad Offer. Our job was to introduce the theme of the spots. We see McNabb exhaling as he leaves the bench to call a big play. Then we see different people connected to this event by their breaths and, of course, their Summit Heavyweight Jackets. The spots end with McNabb returning to the bench after dramatically pulling off one of the biggest plays of the year. To give the spots the right atmospheric character, the breaths had to look real, but they also had to have a storybook, bigger than life quality. We were basically helping to art direct breath.

Using the particle systems on flame and combustion, Moneyshots composited in the accentuated breaths. It also created a transition to the title card for each spot, which has a cloud of breath condensing into a title card.

Moneyshots puts the style in stylized, said The Odiorne Bothers. It wasn't easy makin' 87-degree Philly look like 7 degree Philly, but, when it came to the breaths, Moneyshots did it!

The production team for Arnell Group consisted of Peter Arnell, chairman and chief exec creative; Steve Stoute, exec creative director; Marcus Glover, creative director. For Moneyshots, Chris Eckardt was the exec producer and the inferno artists were Elad Offer (lead) and Tetsuo Yoshida. The compositor was Eric Dehaven.

Moneyshots is a full-service visual effects design studio. For more information, visit

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