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SLOW MOTION GIVES SOX TOUGHER LOOK

June 15, 2007
SLOW MOTION GIVES SOX TOUGHER LOOK

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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 handled animation.

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.


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