{"id":2013,"date":"2009-11-12T09:25:41","date_gmt":"2009-11-12T09:25:41","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=2013"},"modified":"2017-04-28T11:00:32","modified_gmt":"2017-04-28T10:00:32","slug":"cold-comfort","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=2013","title":{"rendered":"Cold comfort"},"content":{"rendered":"

Shilo\u2019s latest vfx-heavy brand film for Under Armour, to promote the ColdGear product line, features US ski champ Lindsey Vonn in a snowstorm machine.<\/p>\n

\"VFX_UnderArmor_Shilo\"<\/p>\n

Shilo enlisted the talents of its growing creative arm, We Make It Good, and its creative director, Clayton Vomero, who co-wrote the spot\u2019s script with Stringer.\u00a0 In their story, Stringer and Vomero built a narrative around a \u2018Cold Abuse Simulator\u2019, where Vonn tests ColdGear under the world\u2019s harshest conditions.\u00a0 \u201cUltimately our goal in our Cold Abuse Simulator films is to transport the viewer deeply into the unique experience of the athlete,\u201d explained Shilo\u2019s co-founder and creative director Andre Stringer.
\n\"Photoshoot2\"<\/p>\n

\"VFX_UnderArmor_Shilo4\"<\/p>\n

To film the action of Vonn facing the Cold Abuse Simulator as realistically as possible, Shilo\u2019s crew found an authentic factory location in Los Angeles and worked with Vonn for two days, filming her on a jostling rig before a giant apparatus that simulated, to the greatest extent possible, the actual conditions she\u2019d face in racing down a steep ski mountain during a blizzard.<\/p>\n

\"VFX_UnderArmor_Shilo3\"<\/p>\n

\"Photoshoot1\"<\/p>\n

Stringer, Shilo\u2019s associate creative director Noah Conopask, director of photography Martin Ahlgren and their crew went to great lengths to capture Vonn\u2019s performance and their desired atmospheric reality on the set.\u00a0 From there, additional details were added back in Shilo\u2019s studio to heighten the story\u2019s visual drama using seamless visual effects artistry.<\/p>\n

\"VFX_UnderArmor_Shilo5\"<\/p>\n

As a finishing touch, Shilo\u2019s team also sought to evolve the sonic aspects of this project\u2019s storytelling with original music and sound design, courtesy of Gavin Little of echolab.\u00a0 \u201cWe wanted it to be in the same family of other campaigns,\u201d Conopask added, \u201cbut always evolving, so that each spot stands on the shoulders of the previous ones in terms of its depth and complexity.\u201d<\/p>\n

\"UnderArmor_Shilo1\"<\/p>\n

\u201cWe\u2019re especially proud of this project, in that it gave us some amazing opportunities to explore and build upon our relationship with Under Armour as a brand,\u201d concluded Stringer.<\/p>\n

\"UnderArmor_Shilo_Ident\"<\/p>\n

See more by Shilo on Fired By Design<\/a><\/p>\n

Visit Shilo<\/a><\/p>\n

View behind the scenes, courtesy of The Ski Channel<\/p>\n

\n

Metadata<\/strong><\/address>\n
Title:\u00a0 Under Armour “ColdGear, Lindsey Vonn + Dick’s”<\/address>\n
Length: :30<\/address>\n
Debut Date:\u00a0 Nov. 6, 2009<\/address>\n
Film Location:\u00a0 Filmed on location in Los Angeles.<\/address>\n
Client: Under Armour<\/span><\/span><\/a><\/address>\n
Senior VP Brand:\u00a0 Steve Battista<\/address>\n
Creative Director:\u00a0 Brian Boring<\/address>\n
Strategic Marketing Manager:\u00a0 Emily Johnson<\/address>\n
Art Director, Interactive:\u00a0 Nathan Shriver<\/address>\n
‘Ideation’:\u00a0 We Make It Good<\/span><\/span><\/a><\/address>\n
Writers:\u00a0 Andre Stringer, Clayton Vomero<\/address>\n
Director:\u00a0 Shilo<\/span><\/span><\/a><\/address>\n
Production Company:\u00a0 Shilo<\/address>\n
Creative Director:\u00a0 Andre Stringer<\/address>\n
Associate Creative Director:\u00a0 Noah Conopask<\/address>\n
Lead Artist and CG Supervisor:\u00a0 Tamir Sapir<\/address>\n
Director of Photography:\u00a0 Martin Ahlgren<\/address>\n
Compositing:\u00a0 Joel Voelker, Miguel Bautista, Tamir Sapir<\/address>\n
3D Animation:\u00a0 Erik Lee<\/address>\n
3D Lighting and VFX TD:\u00a0 Warren Heimall, Joji Tsuruga, Tamir Sapir<\/address>\n
3D Modeling:\u00a0 Youngmin Kim, Jiyoung Yoo<\/address>\n
3D Texturing:\u00a0 Jiyoung Yoo, Billy Jang<\/address>\n
3D Tracking:\u00a0 Eric Epstein<\/address>\n
Storyboard Artist:\u00a0 Fred Fassberger<\/address>\n
Matte Painting:\u00a0\u00a0 Rodeo FX, Helen Kim<\/address>\n
Roto Artists:\u00a0 Jihyae Ham, Carlos Rosario, Helen Kim<\/address>\n
Editor:\u00a0 Nate Caswell<\/address>\n
Assistant Editor: Hedia Maron<\/address>\n
Producer:\u00a0 Mariya Shikher<\/address>\n
Line Producer:\u00a0 Chris Palladino<\/address>\n
Head of Production:\u00a0 Julie Shevach<\/address>\n
Executive Producer:\u00a0 Tracy Chandler<\/address>\n
Music Company:\u00a0 Echolab<\/address>\n
Composer, Sound Designer:\u00a0 Gavin Little<\/address>\n
VO Recording and Mix Company:\u00a0 SoundLounge<\/address>\n
VO Recording and Final Mix: Peter Buccellato<\/address>\n
VO Talent: Debra Bond, Mark Jones<\/address>\n

\n","protected":false},"excerpt":{"rendered":"

Shilo\u2019s latest vfx-heavy brand film for Under Armour, to promote the ColdGear product line, features US ski champ Lindsey Vonn in a snowstorm machine.<\/p>\n","protected":false},"author":129,"featured_media":2015,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,68],"tags":[27,156,30,2939],"class_list":["post-2013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration","category-vfx-projects","tag-ad-spot","tag-art","tag-branding","tag-vfx-news"],"yoast_head":"\nCold comfort - 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=2013\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Cold comfort - Fired By Design\" \/>\n<meta name=\"twitter:description\" content=\"Shilo\u2019s latest vfx-heavy brand film for Under Armour, to promote the ColdGear product line, features US ski champ Lindsey Vonn in a snowstorm machine.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Photoshoot1.jpg?fit=600%2C392&ssl=1\" \/>\n<meta name=\"twitter:creator\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:site\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Editor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=2013#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=2013\"},\"author\":{\"name\":\"The Editor\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\"},\"headline\":\"Cold comfort\",\"datePublished\":\"2009-11-12T09:25:41+00:00\",\"dateModified\":\"2017-04-28T10:00:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=2013\"},\"wordCount\":532,\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=2013#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/Photoshoot1.jpg?fit=600%2C392&ssl=1\",\"keywords\":[\"advertising\",\"art\",\"branding\",\"VFX News\"],\"articleSection\":[\"Inspiration\",\"Visual Effects\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=2013\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?p=2013\",\"name\":\"Cold comfort - 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