FOX Sports: FIFA Women’s World Cup Canada 2015
The defiant attitude and exuberance of STATE Design‘s promo for the FOX Sports coverage of the 2015 Women’s World Cup in Canada comes as a welcome bright spot in the shadow cast by the FIFA investigation and Sepp Blatter’s resignation only days before the opening game.
STATE CD Marcel Ziul: “Fox Sports commissioned us to work on a rousing spot about the history of FIFA Women’s World Cup from the perspective of the USA national team. If that wasn’t cool enough, we privileged to pair up with renowned illustrator Peter Strain.
“STATE’s grandest challenge was figuring out how to breathe life into the amazing illustrations within the abbreviated time allotted. Another challenge was determining how to seamlessly weave our art direction into that of Strain’s illustration style.
“We labored for days figuring out all of the transitions and how we wanted to combine footage, illustration, graphics and cel animation all together. Strategizing was key in making a project work like this work and work well.
“We created all of our mattes and brushes the old fashioned way — by hand in our studio. Also, We had to match the 3D look to the Illustration aesthetic and apply that to the crowd generation to fill up the stadiums.
“Being a two minute spot, we poured over every single shot carefully, ensuring the viewer would always be engaged. In the world of Insta-Vine, everyones attention span is no longer than 6 seconds. We had to keep it rolling!
For FOX SPORTS:
EVP/Head of Marketing: Robert Gottlieb
SVP On-Air Promotions: Bill Battin
VP Creative: Blake Danforth
VP Marketing: Keith Hritz
Creative Director: Steven Lewis
Director On-Air Promotions: Jason O’Leary
Producer: Justin Greenlee
Audio: Chris Fina
Editor: Jeff Skinner
For STATE DESIGN
CREATIVE DIRECTOR: Marcel Ziul
ILLUSTRATIONS: Peter Strain
PRODUCER: Alex dos Santos
GENERAL MANAGER: Tais Marcelo
ART DIRECTORS: Marcel Ziul, Phil Guthrie
3D LEAD: Mauro Borba
ANIMATORS: Phil Guthrie, Diego Coutinho, Mauro Borba, Regis Camargo, Marcel Ziul
ILLUSTRATOR / DESIGNER: Bruna Imai