Power to the Story

  • 2 years ago
  • Case Study / TV Commercials

Addmaya, together with Xtrim Casting and renowned Director of Photography, Musta of Ebony-Hue, joined forces to bring to life Vodafone Liverpool FC.

 The enthralling promo is a drive towards the Vodafone Liverpool FC Academy Soccer Camp. A concept birthed and developed by JWT, the TVC has a dramatic and cinematic aura that keeps you on the edge of your seat. But just how did the team go about this enchanting piece;

The Picture

Musta Abdallah: The visual direction for the video was a collective idea with the Director. We wanted to achieve a dreamy mood for the TVC and one of the ways to achieve the storyboards was playing with light. The light was out of the ordinary. Thanks to its big resolution, the Red Dragon camera with its 6K format, as well as the 36 per frame rates we used all helped in creating the mood.

We employed different visual concepts depending on the scene. To achieve the early morning hazy scenery in the boy’s bedroom, we used a smoke machine and 4k par light to get the atmosphere. For the hospital scene where the baby was crying and laughing, the lighting had to be clean and we created shadows and depth for scenes when the baby was playing.

Untitled-6The hazy atmosphere created in Luka’s room

I loved the shoot because I got to try out shots that I had only seen in other videos. For example, when Luka kicks the ball towards the camera. I shot that at about 180 degrees which is a rare angle. Shooting from the upper box with Luka juggling the ball was quite interesting.

I loved the shoot because I got to try out shots that I had only seen in other videos.

~ Musta, Cinematographer

The Sound

Hosea Jemba: Sound is usually the most complex to capture on any shoot but it was easier on this shoot. Using the Sennheiser 416 boom microphone, I captured guiding tracks that would help in lip syncing later in studio.

Sound on location defines the atmosphere so we set out to achieve the clearest environment ambience to add a realistic feel to the video on top of the voice over.

The Talent

Rebecca Nanjego: With years experience in casting, getting the right talent for Vodafone Luka came easy. On set it took us about twenty minutes to get the cast and props ready. However, it took us about two months to source for a red wardrobe to suit the Vodafone brand colors.

It took us about two months to source for a red wardrobe to suit the Vodafone brand colors.

~ Rebecca, Xtrim Casting

The most unique skill we needed most for the shoot was a mother who would make her baby cry and laugh within short intervals. We also looked out for children with the ability to use facial expressions to convey emotions as well as young boys with football skills.

Untitled-8Some of the talent that made the video

What was so unusual and impressive at the same time was the short time it took us to film a shoot comprised of mainly children. In normal cases, children have a way of making shoots delay but that was not the case this time. They were very cooperative.

The Design

Francis Matovu: The direction for photography was to capture images that would later be precomposed. Before hitting the field, we collected a couple of pictures from the Internet that directed us on the poses, angle of field and side as well as the focal length at which the pictures were taken. We literally emulated all that to create the right football look.

Untitled-1Pre composition flow of the photography

And Finally…

Peter Mukibi: The Vodafone Liverpool FC spot had an interesting storyline right from the beginning. Initially it was meant to be all done in 3D because we weren’t sure we had enough time to cast let alone get the right talent that would give us a believable performance. A lot of planning and back and forth went on with the agency to ensure we stayed true to the story. We were lucky to get 2 weeks of planning but between the shoot and delivery, post was only allocated 4 days. We had to work really hard to deliver the final within those days.

The most outstanding thing was the level of collaboration among the different departments. Hats off for the DOP on set and the Photography team who are mainly responsible for all the stunning visuals. Then the Art Department at Addmaya who came in midway the production to bring the much older Luka ‘The Legend’ to life did a stunning job. While shooting, the person that was chosen to play Luka at 17 wasn’t as fit as your usual professional soccer players and he couldn’t pull off some of the things we were asking for but the team pushed him as hard to get what we needed. Sitting with Nelson of C19 was a great experience as we painted the soundscape bit by bit until we felt we couldn’t push it any further.

All in all we were really blessed to have such a great team and pool of talent to work with.

We were lucky to get 2 weeks of planning but between the shoot and delivery, post was only allocated 4 days. We had to work really hard to deliver the final within those days.

~ Peter, Addmaya