NEW YORK - DesignLab, Broadway Video's broadcast design, visual effects and production company that specializes in ID packages, on-air promos and title sequences, created the branding package used for CBS's broadcast of Super Bowl XXXVIII. The package was delivered in both 4-by-3 and 16-by-9 aspect ratios and includes game graphics, as well as pre- and post-game show graphics.
DesignLab creative director Jamie Slomski collaborated with director of photography Scott Duncan, CBS executive producer Tony Pettiti and freelance producer Pete Radovich to create the fresh "experience-based" look, which includes NFL player portraits, practical graphic elements and action vignettes.
To bring the football experience to life, Slomski and Duncan decided to shoot numerous real-world elements. Duncan shot elements such as grass, vinyl, fire, rain, pigskin and metal, along with team names and logo shots. Images were captured as stills and on live action film, all in an effort to provide Slomski with a broad palette to design from.
Slomski enhanced these 3D live action elements through computer-created effects using a combination of Adobe After Effects and Discreet's Flame and Inferno.