Reebok 'Warning Signs'

Reebok knows that training doesn’t end when practice is over. MassMarket, Ryan Ebner and mcgarrybowen give two good reasons why.
 
Mixed martial artist Rampage Jackson and Dallas Cowboys’ defensive end Demarcus Ware step it up for the latest in Reebok footwear. Ignoring the “Warning Signs,” the camera follows the exercising athletes as they cruise off course and navigate some unreliable terrain with their new Reebok ATV19+. 

 
“The story follows the guys as they progress through different environments,” noted MassMarket Head of CG, Dean Robinson. “Because of the multiple shots involved, the lighting and color grading had to be absolutely perfect from scene to scene.”
 
MassMarket used Softimage's ICE system (among other bespoke software) in the chaos shots, creating two separate dynamic systems for the dust and particle effects.
 
“One system was used to create the dust when the boulders were in motion,” added MassMarket Lead Compositor, Adam Flynn, “and the other was used on the ground, controlling the elements when the rocks hit and kicked up dirt.”
 
Matte paintings were completed to enhance the environments for a unified and believable look. MassMarket built the photoreal boulder and tree elements in CG, using ZBrush to apply convincing details and textures.
 
“The hero boulder needed to achieve perfect weight and scale. We had to make sure they felt right but also looked nice compositionally while in motion,” said Robinson.
 
No squirrels were harmed during the making of this film.

 

Credits
Client: Reebok
VP of Global Brand Communications: Yan Martin
Director of Global Ad. & Branding: Chris Bruyere
Global Brand Communications: Dan Wiseman
Head of Marketing- Running: Jeff Blanchard
Sports Marketing Specialist - NFL & Lacrosse: Melanie Fondrier

 

Agency: McGarry Bowen NY
Managing Director: Ida Rezvani
Account Director: AJ Boury
Account Executive: Christina Castaldo
Exec. Creative Director: Avery Carroll
Creative Director- Art: Jeremy Lamin
Associate Creative Director: Brett Dixon
Associate Creative Director: Michael Camarra
Executive Producer: Katya Bankowsky

 

Production Company: H.S.I
Director: Ryan Ebner
President: Stavros Merjos
Managing Director: Rebecca Skinner
Executive Producer: Michael McQuhae
Head of Production: Doron Kauper
Producer: Ron Mohrhoff

 

Post Production/VFX: MassMarket
Executive Producer:  Louisa Cartwright
VFX Supervisor:  Andy Jones
VFX Producers: Marcus Lansdell, Karen Lawler
Lead Technical Director:  Dean Robinson
CG Lead:  Dave White
CF FX:  Brendan Fitzgerald
CG:  Ieva Sauciunaite, Chris Ribar, Thaddaeus Andreades,
Lead Compositor:  Adam Flynn
Compositor: Ting Jung Hsu

 

Edit: Wildchild
Editor: Jeff Stevens
Assistant Editor: Josiah Spencer
Executive Producer: Amy Lazarus