September 13, 2005


"Gameday" is an effects-heavy spot, directed by Larry Frey of production company Uncle for agency Foote Cone & Belding. The commercial broke during NFL Kickoff on September 8th and will air throughout the 2005 season.

The commercial opens with a crowd assembling for the Patriots/Raiders game in New England. The stadium is sweltering and fans are doing their best to keep cool. As the teams are introduced and players rush onto the field, things take an unexpected turn. The broadcast goes from sports announcers to the O'Jays tune "Love Train," and the on-field temperature takes a sudden dip as the Coors Light Silver Bullet train blasts out of the tunnel, cooling fans and everything else in its path.

The spot was shot using the Viper HD camera. The CG train, large crowd and ice effects were created by Venice, CA's Digital Domain.

Using an Avid Adrenaline system, Union editor "Einar" relied on his music video background to establish the pace of the spot, as many of the final CG visuals were not yet in place. Jason Lucas was assistant editor on the project.

Digital Domain credits include head of production Mike Pardee, VFX supervisor Fred Raimondi and VFX producer Chris Fieldhouse.