The Cleveland Cavaliers recently tapped Dallas-based digital studio Reel FX to create a new player introduction video for the Cavs 2016 NBA Playoff run. The video debuted during Game 1 of the first round of the Cavs vs. Detroit Pistons NBA Playoff series on Sunday.
The Cavs approached Reel FX with their vision for something impactful and memorable to kick off the team’s 2016 playoff run. Reel FX creative director, Colin McGreal teamed up with the Cavs QTV production team including Paul Mazzoleni, senior producer of creative content development and A.J. Johnson, senior producer for the Cavaliers. Together they honed a multi-platform concept that would engage fans.
“The Reel FX team helped bring our ideas to life with their animation technology that successfully gave the project a mega dose of high voltage emotion that we were looking to create for the all-important player introduction video,” said Cavaliers CMO Tracy Marek.
The content campaign features 3D imagery that creates the illusion of a city pulsing with energy beneath the court.
Reel FX’s Kevin Althans directed the three day shoot which took place in Cleveland in mid-March. Althans, McGreal and executive producer Steve Johnson worked with the Cavs organization to identify key locations, including Quicken Loans Arena, and filled them with local residents and Cavs fans. Reel FX senior editor Quan Tran cut the piece. The visual effects and motion design for the Player Intro Piece and Court Projection were done in After Effects and Cinema 4D and rendered in Arnold. In addition to the shoot footage and game highlights, hi-res stills were used along with camera projection techniques to create unique 3D moments in the action.