Samsung ‘In It’
NFL Players break out of Samsung LED televisions with a fusion of live-action and illustration, intensifying football action for viewers.
Directors Grady Hall and Mark Kudsi collaborated closely with Motion Theory illustrators, designers, animators and compositors, creating an explosive multimedia panorama of NFL action for Leo Burnett Chicago and Samsung. For the shoot, Samsung's close partnership with the NFL granted the directors unprecedented access to NFL stars and training camps, powering the football action that forms the foundation of the campaign. To capture the essence of every run, pass, and hit, the directors employed a Phantom camera at 1000 frames per second, rigged to a speed dolly that could keep up with even the fastest player. Motion Theory artists used this footage as a starting point, meticulously adding illustration to every frame, creating CG grass, and generally emphasizing every detail of the action in order to magnify the energy of the game. The resulting spots strives to convey the raw, intense essence of football, and give fans an artistic interpretation of their favorite sport as seen through the lens of a Samsung LED.