SUPER BOWL: RADIUM CREATES FX FOR SPRINT'S 'SPRING PETALS'
The project was designed to promote the Samsung Instinct and LG Lotus phones and a special price promotion that runs through Valentine's Day.
In the commercial young women are shown throughout New York City, each using their phone to plan a rendezvous. One walks down a city street lined with pink flower petals. Another triggers a downpour of purple petals upon opening her phone.
The challenge of the spot was to create and composite falling pink rose petals into black and white footage. The petals are a combination of practical elements and CG. Another task was to create animated phones with beautiful product moment.
Hungry Man director Nanette Burnstein shot live-action, on a single day, in several Manhattan locations. Practically rigged falling silk petals were shot, along with the separate performance plates. Radium was able to retime the over-cranked petals to match performance. Hero petals were created in CG.
The phone sequence was created using Maya and Inferno with multiple lighting passes generated using Mental Ray. The final twist was the signature Sprint light gliss, added using the Particular After Effects plug-in from Trapcode.
Ian Montgomery at Barbary Post in San Francisco cut the spot. Spy Post, also in San Francisco, handled telecine.