Newcomer Director Norton Joins Archer’s Mark with Nike Neymar Debut
LA-based director Norton has joined the Archer’s Mark family.
"We first discovered Norton as one of Promo News 2014’s Directors to watch", said Sarah Cutler, Head of New Business. "We’d been looking for the right project to collaborate on, and when approached to create the ‘Nike Ousadia Alegria – The Hypervenom Neymar edition’, Norton’s stylised approach to directing and passion for VFX meant he was the ideal Director for the job."
The concept promised to be a fun challenge ulitising ‘flo-motion’ – an innovative approach to traditional time-lapse techniques that enables both compression of time and change of POV. The film also features a new Hypervenom football boot designed specifically for Neymar Jr, as well as an artistic mural with a surprising reveal. Both boot and mural were created in collaboration with one of Brazil’s most popular artists, Bruno Big, a resident in Neymar’s native hometown of Sao Paulo. Working closely with these two ‘artists’, Norton’s approach was to draw upon parallels of flare, freedom and creativity and encapsulate the ousadia e alegria (daring and joy) that Neymar exudes both on and off the pitch.
As a former editor, Norton has an excellent knowledge of VFX and post-production, and his personal passion for both street art and cinematography made him an ideal fit for this project – as did the fact that, just like Neymar and Bruno Big, his native tongue is Portuguese! His prior industry experience makes him at ease achieving very specific effects, whether in-camera, during post, or using a combination of the two. He is passionate about always breaking new boundaries and this project presented an amazing opportunity to innovate with flo-motion techniques and create an exciting piece of content for one of the biggest brands in the world. Archer’s Mark has a strong history of creating football-related content,from commercials to feature films, and once again we enjoyed collaborating with a seasoned agency, innovative artists and top-tier athlete on this project, Hypervenom: Deceptive by Nature has given us an excellent platform to launch an exciting new Directing talent.