WATCH THE VIDEO
As Contreras is delivering the throw, computer displays pop up, showing his
arsenal of pitch choices. As his wind-up nears completion, viewers see that he
opts for a devastating fastball. The slow motion effect shows how a player can
react in just a split second.
Director/VFX artist/editor Chris Markos of SOLdesignfx directed the two-day shoot,
from which nine spots will ultimately be cut. The production took place during
real games and used two remote-controlled, high-speed, HD video cameras that
shot at 1,000 fps.
The commercial portrays the champion White Sox with a harder
edge, be it to attract new fans or to intimidate their cross-town rivals. The
initial concept was based on print work done by the agency using the same
slogan: "We are Chicago baseball."
Traci Weingardt assisted on the edit and Joseph Lawrence
Adobe After Effects was used for graphics, and was also
employed in the editing process. The studio also called on Autodesk Smoke, Avid,
Digidesign Pro Tools, and Adobe Illustrator to complete the spot.
The commercial was sound designed and mixed by Robert
Marshall of Another Country.