{"id":1117,"date":"2009-07-20T16:23:47","date_gmt":"2009-07-20T15:23:47","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=1117"},"modified":"2011-09-19T10:04:09","modified_gmt":"2011-09-19T09:04:09","slug":"speed-light","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=1117","title":{"rendered":"Speed of light"},"content":{"rendered":"<p>Shilo has created a dramatic fusion of space-age technology and science-fiction for US sports apparel company, Under Armour.<!--more--><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1120 lazyload\" title=\"uafs-09m\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/048b27d208ed0874ac25a6a093a8af8d.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Image from Under Armour &quot;Fierce Speed&quot; (Image courtesy of Shilo)\" width=\"600\" height=\"338\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>The artistic brand film, \u201cFierce Speed\u201d, is a creative collaboration between Shilo and Under Armour that introduces a new generation of football cleats, the UA Fierce, through a high paced 30 second TV spot. <img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1124 lazyload\" title=\"uafs-04m\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/ff87fcdf47035b1927fd784c7bf4fb9c.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Image from Under Armour &quot;Fierce Speed&quot; (Image courtesy of Shilo)\" width=\"600\" height=\"338\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/> The original score for \u201cFierce Speed\u201d, courtesy of Gavin Little of Echolab, enhances the futuristic theme by weaving the sounds of an American football game with the supersonic frequencies of sound waves, creating a cinematic feast for the eyes, ears, and mind. <img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1122 lazyload\" title=\"uafs-10m\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/c03c8f50f1c0da556c13e306804fd75a.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Image from Under Armour &quot;Fierce Speed&quot; (Image courtesy of Shilo)\" width=\"600\" height=\"338\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/> The new project reunited Under Armour creative director, Marcus Stephens and art director Brian Boring with Shilo co-founder and creative director Andre Stringer and ACD Noah Conopask.\u00a0 Shilo also recruited the skills of 3D supervisor Chris Fung to produce the spot entirely in CGI, creating the unique look and science-fiction feel that surpasses the quality of live-footage. The original HD content was ultimately modelled and animated by Shilo\u2019s artists using Maya, and After Effects was used for final compositing. <img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1119 lazyload\" title=\"uafs-07m\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/90e2fdec16c16f6d2327fea365a01017.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Image from Under Armour &quot;Fierce Speed&quot; (Image courtesy of Shilo)\" width=\"600\" height=\"338\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/> \u201cOur goal with the film was for it to knock viewers out of their chairs when they watched it&#8230; it had to be super intense,\u201d explained Noah Conopask.\u00a0 \u201cWe wanted it to feel like it was born of and infused with speed and the high paced action that is out on the field during a football game.\u201d <img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1118 lazyload\" title=\"uafs-02m\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/acfd1a041e580a9a804f58265bbc8592.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Image from Under Armour &quot;Fierce Speed&quot; (Image courtesy of Shilo)\" width=\"600\" height=\"338\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/> \u201cUnder Armour has an amazing knowledge of their product and their consumers, and our expertise is in creating and producing engaging, cinematic stories,\u201d said Andre Stringer.\u00a0 \u201cGiven the objective of telling the story of the fastest shoe on the market, we sat down together and brainstormed on how to be visually innovative.\u00a0 By using visual metaphors to explain speed, this new spot hits UA\u2019s marketing objectives while also presenting a highly creative, interesting take on the whole genre of the shoe marketing spot.\u201d <img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1121 lazyload\" title=\"uafs-06m\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/b4b55205e22c63bfd364f20214000eca.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Image from Under Armour &quot;Fierce Speed&quot; (Image courtesy of Shilo)\" width=\"600\" height=\"338\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/> <a href=\"http:\/\/www.shilo.tv\/\" target=\"_blank\">See more by Shilo<\/a> <\/p>\n<p style=\"text-align: center;\">\n<p style=\"text-align: center;\">[vimeo]http:\/\/www.vimeo.com\/5623593[\/vimeo]<\/p>\n<p style=\"padding:2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid\">\n<address><strong>Metadata<\/strong><\/address>\n<address>Title: Fierce Speed<\/address>\n<address>Client: Under Armour<\/address>\n<address>Senior Creative Director: Marcus Stephens<\/address>\n<address>Art Director: Brian Boring<\/address>\n<address>Senior Brand Manager: Leon Duncan<\/address>\n<address> <\/address>\n<address> Director: Shilo<\/address>\n<address>Production Company: Shilo<\/address>\n<address>Creative Director: Andre Stringer<\/address>\n<address>Associate Creative Director: Noah Conopask<\/address>\n<address>Designer: Andre Stringer, Noah Conopask<\/address>\n<address>Lead Artist: Christopher Fung<\/address>\n<address>3D Animation: Joji Tsuruga, Christina Ku, Christopher Fung<\/address>\n<address>3D Lighting\/Texturing\/Rendering: Joji Tsuruga, Christina Ku, Christopher Fung<\/address>\n<address>3D Modeling: Youngmin Kim<\/address>\n<address>VFX Artist: Warren Heimall<\/address>\n<address>Compositing: Bashir Hamid, Christopher Fung, Joji Tsuruga, Dorian West, Joel Voelker, Tamir Sapir, Will Decker<\/address>\n<address>Assistant Editor: Hedia Maron<\/address>\n<address>Editor: Nathan Caswell<\/address>\n<address>Producer: Amy Fahl<\/address>\n<address>Executive Producer: Tracy Chandler<\/address>\n<address> <\/address>\n<address> Sound Design Company: Echolab<\/address>\n<address>Sound Designer: Gavin Little<\/address><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shilo has created a dramatic fusion of space-age technology and science-fiction for US sports apparel company, Under Armour.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,7,50],"tags":[24,27,28,32,49],"class_list":["post-1117","post","type-post","status-publish","format-standard","hentry","category-exposure-news","category-inspiration","category-motion-graphics-projects","tag-3d","tag-ad-spot","tag-after-effects","tag-compositing","tag-maya"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Speed of light - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=1117\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Speed of light - Fired By Design\" 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