Press Release
Rhythm + Hues Commercial Studios collaborated with ABC Sports to create
a truly memorable opening for Super Bowl XL, the last Super Bowl to be
aired on ABC before NFL coverage moves to ESPN. The opening combines
the beloved artwork and poetry of Dr. Seuss’ classic book Oh, The
Places You’ll Go! with performances by Harrison Ford and football
greats Bart Starr, Joe Montana, Jerry Rice, Franco Harris and Roger
Staubach.
a truly memorable opening for Super Bowl XL, the last Super Bowl to be
aired on ABC before NFL coverage moves to ESPN. The opening combines
the beloved artwork and poetry of Dr. Seuss’ classic book Oh, The
Places You’ll Go! with performances by Harrison Ford and football
greats Bart Starr, Joe Montana, Jerry Rice, Franco Harris and Roger
Staubach.
“This piece was very ambitious from the outset as we had one week to
shoot, edit, post and deliver almost a two minute project,” says 2D
Director/Art Director Eric DeHaven. “I think the result was amazing!
ABC Producer/Live Director Mark Teitelman and his crew expertly shot
over 50 green screen setups. We scanned every page of the original
Seuss book, cleaned up each scan, filled in color, removed any paper
marks and blended page seams. We then separated all items on each page
spatially into Photoshop layers and painted back the pieces behind each
object that would be missing. We built fully ‘2.5 D’ environments in
Discreet Flame and began placing each actor in the environment to
create scenes. After much work on the environments and about thirty
one-off paintings of environments, logos and other set pieces, the
actors looked right at home in Seussland. The trick to the effect is
that small camera moves and moving objects really show depth and make
each world seem like a practical set. The look compliments the Seuss
style very well.”
shoot, edit, post and deliver almost a two minute project,” says 2D
Director/Art Director Eric DeHaven. “I think the result was amazing!
ABC Producer/Live Director Mark Teitelman and his crew expertly shot
over 50 green screen setups. We scanned every page of the original
Seuss book, cleaned up each scan, filled in color, removed any paper
marks and blended page seams. We then separated all items on each page
spatially into Photoshop layers and painted back the pieces behind each
object that would be missing. We built fully ‘2.5 D’ environments in
Discreet Flame and began placing each actor in the environment to
create scenes. After much work on the environments and about thirty
one-off paintings of environments, logos and other set pieces, the
actors looked right at home in Seussland. The trick to the effect is
that small camera moves and moving objects really show depth and make
each world seem like a practical set. The look compliments the Seuss
style very well.”
“Its seems odd at first: the Super Bowl, football and Seuss; but the
book is so inspirational and moving that it works perfectly,” continues
DeHaven. “We were extremely proud to create the very last Super Bowl
opening for ABC. In the end, we delivered 51 shots in five days with a
team of three Flame Artists, including fellow Lead Flame Artist Tim
Miller and Compositor/Flame Artist Tony Barraza.”
book is so inspirational and moving that it works perfectly,” continues
DeHaven. “We were extremely proud to create the very last Super Bowl
opening for ABC. In the end, we delivered 51 shots in five days with a
team of three Flame Artists, including fellow Lead Flame Artist Tim
Miller and Compositor/Flame Artist Tony Barraza.”
"What fun! ABC gave us the opportunity to help create a truly dynamic
and definitely unique look at the game of football," says Executive
Producer Paul Babb.
and definitely unique look at the game of football," says Executive
Producer Paul Babb.
"Working on this Dr. Seuss Super Bowl project has been exciting for our
commercial division,” comments Lisa White, Head of Production,
Commercial Digital. “Not only is it a departure from our ‘normal’
commercial work, but it greatly highlights the talents of our very
innovative and creative 2D Department. This is a trend we hope to
continue and vastly grow in the future."
commercial division,” comments Lisa White, Head of Production,
Commercial Digital. “Not only is it a departure from our ‘normal’
commercial work, but it greatly highlights the talents of our very
innovative and creative 2D Department. This is a trend we hope to
continue and vastly grow in the future."
Sections: Business Creativity
Topics: Press Release City
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