Dene Films

The client required a dramatic 40-second animated cinema commercial, inspired by the film “The Matrix” to put the First Sport Matrix brand into a prominent position with the target audience of 16-25 year olds.

Designing and producing the cutting edge 2D and 3D cyberspace world had to be created to satisfy a demanding cinema audience and it had to have an equally dramatic surround sound track.

Dene responded by testing some ideas within our in-house graphics department, before feeding the developments through to Soho facilities house, Framestore. Using 3D, 2D and discreet “Inferno” technology, Framestore blended backgrounds, stock footage of sports stars and live action product shots seamlessly, to produce a real big screen experience.

The sound track was designed in our Newcastle studio, before the final surround mix was produced at the internationally renowned De Lane Lea studios in Dean Street, Soho.

The result was a series of commercials that gave big screen credibility to the First Sport brand.