Shot with a new aesthetic, the goal was to create a different tone to promote the Samsung S5 phone's sports features. A phantom camera was used to create the slow motion scenes, and a high-energy song was added to inject energy into the action.
Each character in the Framily had their own distinct activity to keep fit; Goth Gor-don practices parkour while the hamster dad rolls through a racetrack and launches himself into the air over a number of hurdles, including the Samsung S5. Rhythmic gymnastics is the sport of choice for daughter, Heidi. Her constant feathered companions, the 2D animated blue birds, join the fun by flying through the ribbon routine!
2D Lead Keith Sullivan comments: "We added a few details to give each athlete a little help with their activities. By adding the ping-pong ball to the shot for the ping-pong champion son, Chuck, we gave him a nice moment of hitting the ball perfectly at the camera. The closeup of Gor-don's parkour flip was enhanced to point out the comedic moment of him upside down pointing to his phone in mid-air.
"The key challenge was showing how a hamster in a plastic ball could jump a hurdle. We combined multiple passes of the hamster to create the illusion of him leaping up, and added in the phone and plastic ball. We made sure he got a good amount of height on his jump as well!"
Unlimited fitness potential with Sprint never looked so fun, whether by being a boxer, ping-pong champion or star ribbon dancer.
Each character in the 'Framily' had their own distinct activity to keep fit; Goth Gor-don practices parkour while the hamster dad rolls through a racetrack and launches himself into the air over a number of hurdles, including the Samsung S5. Rhythmic gymnastics is the sport of choice for daughter, Heidi. Her constant feathered companions, the 2D animated blue birds, join the fun by flying through the ribbon routine!
2D Lead Keith Sullivan comments: "We added a few details to give each athlete a little help with their activities. By adding the ping-pong ball to the shot for the ping-pong champion son, Chuck, we gave him a nice moment of hitting the ball perfectly at the camera. The closeup of Gor-don's parkour flip was enhanced to point out the comedic moment of him upside down pointing to his phone in mid-air.
"The key challenge was showing how a hamster in a plastic ball could jump a hurdle. We combined multiple passes of the hamster to create the illusion of him leaping up, and added in the phone and plastic ball. We made sure he got a good amount of height on his jump as well!"
Unlimited fitness potential with Sprint never looked so fun, whether by being a boxer, ping-pong champion or star ribbon dancer.