"The main objective with the grade was to give the spot's different locations different 'feels' without being too heavy handed," explains our Lead Telecine Artist, Fergus McCall, who did the session in Baselight working initially with Ledwidge for about 3 hours. "I enhanced what had been captured in-camera and helped with the different tableaus, embracing the energy and excitement the spot naturally has. The agency was happy to let me go with Ringan's color direction. In a nutshell, it was a great collaborative piece from all concerned."
Jeff Robins, our Lead Smoke Artist, conformed the spots, working closely with the agency to finesse timing on every pixel. He also added atmospheric touches such as street lamps flickering on and off beacon-like at dusk and dawn.
The simple, yet prophetic advice from the film's narrator-When last call calls, don't answer.-propels the narrative to its night-cap neon end tag-Here's to the after hours athlete, pumasocial. Our design team of Felipe Posada and Mauricio Leon explain they tried to emulate the look of real neon signs, matching the end tag with the naturalistic look and concept of Puma's 'After Hours Athlete'.
"We worked each line of the sign in its on and off versions in high res," Leon and Posada say. "We added highlights and shadows to get the unique look of neon signs. Then we animated the end tag, drawing upon filmic references of neon signs. Finally, we made sure our timings and rhythm fit with the commercial as a whole."