UA 2023
Wanna share several challenges i faced while creating this spot:
1. The film needed to capture the essence of athletes conquering nature and enduring harsh weather before sunrise. However, we had only two days to shoot, and to add to the challenge, it was during the hottest days in Chongqing in August, which was off-season for our theme. As a solution, I designed numerous indoor scenes showing the characters preparing for their journey. This move allowed us to use daylight for night scenes, reserving the precious magic hour for the outdoor shots.
2. The product we were showcasing was down jackets, not typically meant for active use. Nevertheless, we had to maintain the brand’s athletic identity. This meant the film had to culminate with the characters engaging in some sports activities. As a result, the film maintained a pattern of ”calm before action“ throughout, ensuring that the dynamic sports footage didn‘t overpower the main storyline. Additionally, to create the right visual atmosphere, we minimized blocking and emphasized static camera movements. Our extensive location scouting paid off, and I think DP did a great job.
3. We put a lot of effort into ensuring the authenticity of the rain and snow CG effects. In the early stages, we made several preparations to make them appear as realistic as possible. For instance, we designed specific scenes for rain interaction with glass surfaces, like car windows, and deliberately created a winter fog effect using a bathroom mirror.
Under Armour 2023 陪你穿过寒冬
创意执行落地遇到很大挑战的一条片：
1. 一定要体现主人公们日出前穿越山林和雨雪的核心创意概念。
这样一条要在各种场景“走走走”的片子，拍摄时间却只有两天，还要反季节拍摄 （我们是在重庆八月最热的两天拍的）—— 所以最后设计了大量室内主人公出发前的状态镜头，这样可以日拍夜偷回点时间，把最宝贵的密度时间留给外景。
2. 产品是羽绒服，不能在做运动的时候穿，但品牌的运动DNA一定要保留，需要在片子最后主人公们穿越风雪后呈现一些运动片段，这就导致了整个片子“先静后动”，并且有动感的运动画面就没法占片子主体，而且由于前面主要的表演内容因为没有什么大调度，就是走走走，为了省时间还整了一堆定机位，所以对画面氛围的要求极高。
我觉得摄影师拍的不错，可以加鸡腿，但评论区也有好多人说拍的像个恐怖片哈哈哈哈哈哈哈哈
3. 雨雪CG的“真实性”需要在前期拍摄就做一定的辅助准备：比如一些带玻璃面的镜头设计就是为了画面可以在拍摄现场就能做一些雨水和平面的交互/氤氲的冬季雾气效果
UA 2023
Wanna share several challenges i faced while creating this spot:
1. The film needed to capture the essence of athletes conquering nature and enduring harsh weather before sunrise. However, we had only two days to shoot, and to add to the challenge, it was during the hottest days in Chongqing in August, which was off-season for our theme. As a solution, I designed numerous indoor scenes showing the characters preparing for their journey. This move allowed us to use daylight for night scenes, reserving the precious magic hour for the outdoor shots.
2. The product we were showcasing was down jackets, not typically meant for active use. Nevertheless, we had to maintain the brand’s athletic identity. This meant the film had to culminate with the characters engaging in some sports activities. As a result, the film maintained a pattern of ”calm before action“ throughout, ensuring that the dynamic sports footage didn‘t overpower the main storyline. Additionally, to create the right visual atmosphere, we minimized blocking and emphasized static camera movements. Our extensive location scouting paid off, and I think DP did a great job.
3. We put a lot of effort into ensuring the authenticity of the rain and snow CG effects. In the early stages, we made several preparations to make them appear as realistic as possible. For instance, we designed specific scenes for rain interaction with glass surfaces, like car windows, and deliberately created a winter fog effect using a bathroom mirror.
