Absolute Reunites with NFL Films for Trio of Super Bowl Spots

Absolute was thrilled to build upon the huge success of last year's NFL Ballet spot with a trio of dramatic commercials that aired during Super Bowl XLIV on Feb. 7. The collection of spots, shot with NFL Films via Grey NY and Director/Cinematographer Hank McElwee, included a :10 promo of April's NFL Draft and two longer spots, all three resonating with the drama and thrill of the biggest date in America's most popular sport's league.

Best Fans on the Planet features New Orleans Saints running back Reggie Bush making a seemingly impossible slow-motion end-zone leap over Miami Dolphins safety Gibril Wilson. Working with Phantom camera footage shot at 1000 frames per second, Absolute helped highlight the star's grace, skill and breathtaking athleticism as he dodges the diving Wilson, arms outspread like a soaring bird. Just as they did in Ballet, Absolute adjusted the footage to remove in-camera flicker and smooth out some of the motion. Absolute also did extensive clean-up of signage in the shot and added extra camera flashes to enhance it After Bush completes his end-zone dive, Tompkins of RPS juxtaposed these graceful take-off shots with appreciative and emotive fan and crowd cutaways, showing the range of emotions an NFL fan can hope to experience throughout the season. The NFL chose to use the platform of the end- of-season game to thank their fans, with this spot, for another spectacularly successful year.

All 4 Seasons features more dazzling slow-motion footage integrated with some of Absolute's other stunning post work. A narrative, set over an alternating montage of on-field action and natural panoramas, tells the story of the NFL through all four seasons of the year to promote NFL.com and the NFL Network. "Before the winter scouting combine," the voiceover says as a creeping layer of snow slowly covers a soaring mountain range with Absolute enhanced skies and clouds. The spot then cuts to breakout Tennessee Titans running back Chris Johnson and the narrative continues: "no one knew his name." This :30 continues in similar fashion, alternating slow-motion actions shots of Minnesota Vikings quarterback Brett Favre, New Orleans Saints quarterback Drew Brees, and the Green Bay Packers special teams unit with dramatic time lapse shots of snow instantly melting as grass erupts from the springtime earth, summertime sunflowers raising their faces to the sun, and fall colors sweeping over a green mountainside.

Such outstanding imagery for the NFL's most important date of the year obviously requires extra special attention and coordination with the music, and the trio of Absolute spots was no exception. Wake Up, from Arcade Fire's 2004 album Funeral provided the musical accompaniment to each spot. In a special partnership between the band, Partners in Health, the NFL, Merge Records and Bank Robber Music; 100% of the proceeds from the song's Super Bowl broadcast and subsequent airings on the NFL Network will go directly to Partners in Health's Stand with Haiti relief efforts.

Credits:

Client: NFL
Spots Title: Best Fans on the Planet, All 4 Seasons, Primetime
Airdate: February 2010

Agency: Grey NY
Chief Creative Officer: Tor Myhren
Executive Creative Director: Todd Tilford
Copywriter: Todd Tilford
Art Director: Denise O'Bleness, Craig Ward
Agency Producer: James McPherson
Assistant Producer: Sam Howard

Prod Company: NFL Films
Camera Operator(s): Hank McElwee , Brad Smith, Dave Dart

Editorial: Rock Paper Scissors, LA
Editor: Aaron Tompkins

Post/Effects: Absolute Post
Lead VFX/Flame Artist: Dirk Greene
CD: Dirk Greene
Combustion : Krissy Nordella
EP: Sally Heath
Producer : Nirad BUGS Russell

Music: Arcade Fire

Sound Design: henryboy
Sound Designer: Bill Chesley

About Absolute:

Founded in 2004 by David Smith, one of world's leading Flame artists, Absolute is a high-end VFX studio working within the commercial, emerging media, music video, and film communities. With offices in New York and London, Absolute over the years has collected numerous industry accolades including two BTAA awards, a D&AD pencil, a Cannes Lion, an APA Collection Diamond, three Andy wins and an MTV video statue. The New York office opened in 2007, helmed by CD Dirk Greene, to further facilitate Absolute's international client roster with a growing Flame and CG service.