Les Folies Design Haus in Dubai, UAE commissioned Frame to create eight over the top idents for the re-launch of the Abu Dhabi sports channel AD Sports TV.
In a collaboration with Obeida Sidani, Executive Creative Director at Les Folies, Director and Creative Director Anders Schroder at Frame came up with the idea of having top athletes of various sports performing in the streets with the iconic buildings of night-time Abu Dhabi as the backdrop. As they are performing the surroundings would transform into their respective playing fields.
The team at Frame creative directed, conceptualized and animated the transforming floors under the athlete and the particle systems around him.
Anders wanted to explore what the opposite of the ever so popular organic film look using handheld, vintage lenses to create shallow depth of field and flat grading would look like. 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.
Being fascinated by the HDR look typically associated with commercial sports photography, Anders suggested to re-create this look BUT in live action. 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.
Together with DP Zubin Mistry they asked themselves: How do we shoot fast paced action high-speed, everything in focus, no motion blur, at night, with both the buildings and the sky and athlete fully exposed?
The answer was motion control, a monstrous lighting package, Master Primes wide angles, Phantom Flex 4K, and lots of compositing. Using the motion control rig they filmed each shot in several passes moving the massive light rigs out of the shot each time background and buildings were being shot. The motion control rig enables the team to be able to squeeze in another cool gimmick; slow motion athletes in the foreground and time lapse cityscapes in the backgrounds – in the same shot!