To ignite anticipation for the 2009 Summer X Games, Superfad lit the fuse on an explosive integrated campaign that celebrates the best extreme athletes in the world. Continuing its work with the Martin Agency on the “Original Works of Sport” campaign, this new round features a wide reach with print and television spots and other elements to be rolled out this summer.
To produce the work Superfad delighted in experimenting with the look and feel of fireworks explosion – digitally, people, digitally – to achieve something above and beyond the stuff of neighborhood Fourth of July festivities. Bits of BMX bikes, skateboards and motocross bikes were included giving an added sense of danger and derring-do to the imagery.
Fuses were also added to the athletes so that they would appear to be an extraordinary combination of human and firework with the right bang for the sport. Other hidden effects were employed including a high level of rotoscoping – especially in the Pastrana X10 spot where he appears to race himself.
“It was exciting to take the familiar image of fireworks and deconstruct it by really making these explosions individual to each of the athletes and their events,” says Superfad Creative Director Robb Rugan. “We enjoyed the challenge of making each moment separate and unique.”
Superfad is a brand-driven design and live action production company, a collective of designers, directors, animators, and artists, their mission is to see brands in unexpected ways and to express a brand voice in an undeniably original fashion.
Superfad was founded in 2001 and has produced award-winning work for many of the most respected brands worldwide. Honda, Sony, Target, Adidas, and AT&T are just a few of the companies who have turned to Superfad for inspired branding.
Summer X Games Fifteen
Print & TV
Client location: New York, NY
Topic: Summer X Games 15
First Run Date: July 2009
Ad Name(s): Expectations :30, Bigger Bang :30, Pastrana Times Ten :30
Agency: The Martin Agency
Creative Director: Rob Schapiro
Copywriter: Dave Gibson
Art Director: Michael Carpenter
Strategic Planner: Rad Tollett
Account Director: Steve Sanders
Agency Broadcast Producer: Darbi Fretwell Agency Assistant Producer: Rebecca Gricus
Production & Design: Superfad
Creative Director: Robert Rugan
CG Supervisors: Michael Wharton
Art Director: Andrew Stubbs Johnston
Executive Producer: Geraint Owen
Head of Production: Amy Selwocki
Line Producer: Barry Gilbert
Print Designers: Kinda Akash, Patrick Arrington, Pierce Gibson, Andrew Stubbs Johnston, Robert Rugan
Animators: Patrick Arrington, Dan Savage Rotoscope Artists & Compositors: Quentin Below, Fuchun Chu, Chris Lohouse, Ann Sankosik, Adrian Winter
CG Senior Animator, Lighting: Todd Alan Peleg CG Modeling, Tracking, Particle FX, Animation Team:
David Alonso, Justin Burton, Ryan Chen, Domel Libid, Angel Negron, Dave Thomlison
Editors: Brenton Gregory-Morley, Johnathon Vitagliano
Audio Post Company: Rainmaker Studios
Engineers: Jeff McManus, Mike O’Connor
Mixer: Jeff McManus