Issued by: Masters & Savant


Says SABC3 On-Air Manager Renette Bengis, "South African viewer interest in this tournament is expected to be exceptionally high as the teams consist of some of the finest players in the world and the teams themselves are world-class and include former World Cup champions. The way in which SABC3 launches the Euro2008 tournament on air will be key to the way the channel will be perceived by viewers and potential advertisers. The intention is to broadcast a specially-produced on-air promotion that dramatically announces the broadcast of the competition on SABC3."

"Further, this promo must create awareness amongst our target audience, and focus the 'scoop' on SABC3 as the hero," says Bengis.

Says Masters & Savant Worldwide MD Roger Smythe, “We knew that the UEFA Euro2008 is a highly anticipated event that is sure to draw the attention of millions of South Africans. To properly do justice to the excitement of the event, the promo had to envoke wonder, awe and excitement. It was therefore vital that the concept capture the audiences attention immediately."

The promo depicts the identifiable landscape of Europe and its various cities. Massive rock titans then appear dwarfing mountains, and soon begin to play soccer against one another. The soccer ball is kicked from country to country as each participating state enters the game.

Says Smythe, "With the understanding that the concept had to be world-class and achieve and immediate response from the viewer, we developed a metaphorical idea that aligned each European state with an ancient titan. With no usable live action, it became clear that everything would have to be created through design and animation. This opened creative license and allowed us to build a world simply not possible.

"With top creative talent at our fingertips, we drew on the specific skills and talents of individuals within our Johannesburg and Cape Town offices. Our designers created hyper-realistic images that can only be described as art. Inspired by these the animators then started recreating these in 3D, using motion capture technology to perfectly recreate the fluid movements of soccer players in the giant stone titans."

"The end product is an amazing promo that is reminiscent of the great promo and ad campaigns produced in Europe. I am very proud and completely in love with the job. This promo reflects our world-class creativing and skill in design and animation," concludes Smythe.

Click here to view the promo.

Visit our PRESS OFFICE: Masters & Savant is the award winning animation studio. We use a state of the art infrastructure and skills in motion design to bring creative concepts to life. Our multi-award winning creations set us apart as one of Africa's best commercial production and television branding studios, with clients ranging from top advertising agencies to SA's most viewed television channels.- more....

[4 Jun 2008 13:02]

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