Super Bowl 2017
Intel | Brady Everyday
The Mill worked with mcgarrybowen Director Wayne McClammy of Hungryman to take a closer look at NFL superstar Tom Brady’s morning routine, leaving no tooth un-brushed and no pancake crumb unnoticed. The Intel spot, ‘Brady Everyday’, fittingly aired during Super Bowl LI in which Brady played for the New England Patriots.
Production Company:
Hungryman
Agency:
mcgarrybowen
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Inspired by Intel’s 360 technology, The Mill blended live action footage, shot with cutting edge motion control, with photorealistic CGI to apply the Intel 360 effect to Brady’s seemingly basic morning routine – but it really depends on how you look at it.
Shoot Supervisor Matt Neopolitan of The Mill explains, “Our job was to creatively interpret Intel’s technology, representing it in a cinematic way.”
The Mill team arranged a full plan ahead of the shoot, scanning the room with Lidar technology and developing heavy previsualization to limit the risk of factors that would take away from time on set, and later in post.
Adds The Mill’s Phil Crowe, Executive Creative Director, “A unique aspect of this job is that we were able to dictate the type of kit used on set, which was immensely helpful. Matt and I worked closely with Wayne to develop the pre-vis, which helped determine the exact camera and rig Wayne ultimately wanted to use.”
In the end, the team settled on using a technodolly and track to execute the sweeping, cinematic arcs Wayne wanted from the camera moves. It also provided repeatability, which was essential for the CG team as the sets were only partially built.
“It was important that we lock down everything in advance so the creative team could focus on their job on the day, and have fun doing it,” Phil says.
Given the nature of 360 shots and the large camera rig that helps execute them, there’s typically a lot of cleanup work to be done in post. Due to the careful planning prior to the shoot, however, 2D Lead Artist Andy Dill removing the rig was “a relatively painless process.”
“By the time the project came to me, it was all buttoned up,” Andy says. “All of that prep made for a smooth, straightforward job.”
Ultimately, ‘Brady Everyday’ proves that even the mundane can become epic when showcased by 360 replay. Of course, featuring a star quarterback of the Super Bowl helps too.
CreditsCredits
Agency
Agency: mcgarrybowen
Producer: Stacy Kay
Creative Director: Marianne Besch
Creatives: Lorrin O’Niel, Drew Jaz
Production Company
Production Company: Hungryman
Executive Producer: Mino Jarjoura
Director of Photography: Brian Newman
Editorial
Editing Company: Rock Paper Scissors
Editor: Christjan Jordan
Edit Assist: Pieter Viljoen
VFX & Design
VFX & Design: The Mill
Producer: Marcus Speaker
Production Coordinator: Pat DeVaney
Shoot Supervisor: Matt Neapolitan
Creative Director: Phil Crowe
2D Lead Artist: Andy Dill
3D Lead Artist: Jason O. Monroe
2D Artists: Ashley Forbito
3D Artists: Cory Cosper, Daniel Stern, Victor Duncan, Steve Olson, Michael Lori, Danny Garcia, Samantha Pedregon, Freddy Parra
Matte Painting: Itai Muller, Jie Zhou
Motion Graphics: Kyle Moore
Colour
Colour: The Mill
Executive Producer: Thatcher Peterson
Colour Producer: Diane Valera
Production Coordinator: Robert Cohen
Colourist: Adam Scott
