Created for IDealogic
Client: Xist Fitness
Directed by: Theodore Horrocks

 

These are two commercials for a fitness facility that was looking to expand and possibly franchise. We worked with their agency to build and refine the concept, general story, and visual style. Once this foundation was established, we created a basic previs to help visualize the final shots and flow of the piece. We then directed the greenscreen shoot for both commercials, working with the athletes and crew to bring the previs to life.

 

Then the real work began. The digital environment was created next. we modeled, textured, and lit it to match the desired look and feel. Upon approval of the rough cut, we proceeded to camera track each shot in 3D space, which was then used to help create the animated elements and match the background for each shot. Once the animation layers had rendered, we keyed, composited, and color corrected each shot for use in the final edit.

 

The floating graphics and end cap logos were designed and animated by a third party.