Framestore teamed up with creative agency COPA90 and production company CANADA to deliver the high-spirited and energetic Sports Direct commercial which speaks to the heart of football fans and aired on the day of the UEFA Champions League final.
Working with Director Pensacola, Framestore was briefed to add creative elements which would reflect the energy and passion of the football community. The spot sees lead character, Dave cause an unapologetic city-wide power cut during a football match which calls for St Luigi, played by Eric Cantona, to take Dave on an enlightening journey to prove that football is not just a game. Along the way, the two meet several world famous football players as they travel through a range of football loving communities.
The team, led by Framestore’s VFX Supervisor, Christian Baker, created a full-scale and fully CG stadium for a key segment of the commercial, which Framestore brought to life with a digital crowd in Nuke, and further enhanced with photoreal elements through digital matte painting. The team also delivered seamless transitions between the bustling scenes including a portal through a doorway and football kick-ups that transport the viewer from one location to another.
Framestore’s work on the project included creating invisible VFX integrated throughout the live-action sequences, including illuminating streetlights and shop signage, TV screen compositing, replicating a city-wide power cut and adding sparks and fireworks.
Colourist Simon Bourne added the final touch with a slightly hyper-real and filmic grade which worked to enhance the joyfulness and exuberance of the commercial.