AD Sports TV Idents - Running
Client : Abu Dhabi Media
In a collaboration with Obeida Sidani, Executive Creative Director at Les Folies Design Haus, Director and Creative Director Anders Schroder at Frame created these jaw-dropping idents for the Abu Dhabi sports channel AD Sports TV relaunch.
Being fascinated by the HDR look typically associated with commercial sports photography, Anders suggested to re-create this look BUT in live action. He wanted to achieve a look that was almost synthetic and videogame-like with extreme angles and razor sharp infinite focus but all achieved in-camera. A look that would be synonymous with high performance rather than the performers themselves.
The technique is based on the idea of shooting with multiple exposures and then combine them in post. Furthermore, Anders wanted to shoot high-speed with zero motion blur and considering this was a night shoot which added tremendously to the difficulty.
The team at Frame creative directed, conceptualized and animated the transforming floors under the athlete and the particle systems around him.
Production company was Dubai based VIP Films.