Directed by Rattling Stick's Daniel Kleinman, AT&T's "Back to the Beginning" traces the career path of a professional footballer back to the childhood moment that has inspired him. The Framestore team helped create two parallel scenes set in a packed football stadium. One was present day, the other twenty years into the future. Shot in the legendary Rose Bowl stadium in Pasadena with around 200 extras, the team had to replicate the extras to fill out an entire stand. Using matte painting, the stadium was also digitally re-modeled to appear more futuristic, with additional architecture and screens added. Additional work included smoothing out the seamless transitions that trace the players career back in time, as well as screen inserts.
Raul Ortego, lead compositor on the job said :
"The Challenge here was to convey the future in a subtle way. The stadium at the front of the spot feels real, but a little different and more shiny than present day, and we didn't have to resort to showing hover cars or jet packs!"