Thoughts on new Crows tv commercial.

[Samcro24]

Pepsi Max is better.

Bleh. Can't beat the real thing.

 

[marty36]

Bleh. Can't beat the real thing.

Thats a great saying, you should be in advertising!

 

[Samcro24]

Thats a great saying, you should be in advertising!

Thanks. Just off to have a coke and a smile. Then I'll shut the **** up.

 

[Godallblighty]

I dont mind the new ad but i think we could have made a much better one. I love the theme 'we fly as one'. It is so true after last seasons events. If i was in charge of producing the new com i wouldve had snippets of supporters streaming into adl oval, supporting and team highlights from last year. At the end of it a quick replay of the play along the wing vs the dogs in the ef, where tex marks and spears it to cc who finishes. Then showing the final siren and the crowds response. It would be memorable.

No, it would be like every other match day promo. Not saying there isn't a place for that but I think you're missing the point of this ad. It's a big-picture brand awareness builder. It's to make those who are already connected feel like they belong to something cool, and to make those who aren't wish they were. Most importantly, it's to look, sound and feel different to all the other footy clubs (and any other sporting organisations) that might be vying for your attention. It's not there to replace other more literal expressions of the footy experience but to add another layer.

 

[rezagun]

No, it would be like every other match day promo. Not saying there isn't a place for that but I think you're missing the point of this ad. It's a big-picture brand awareness builder. It's to make those who are already connected feel like they belong to something cool, and to make those who aren't wish they were. Most importantly, it's to look, sound and feel different to all the other footy clubs (and any other sporting organisations) that might be vying for your attention. It's not there to replace other more literal expressions of the footy experience but to add another layer.

Fair enough.

 

[Godallblighty]

Fair enough.

That's it?

 

[Drugs Are Bad Mackay?]

Fire up rezagun!

For all the production values no advertising guru will ever be able to top a few Modra marks backed by some Ackadacka

 

[marty36]

Fire up rezagun!

For all the production values no advertising guru will ever be able to top a few Modra marks backed by some Ackadacka

If it was that easy to be an Advertsing exec, I would put my hand up, they need to make it look like the know what they are talking about and come up with weird and wonderful ideas, you wouldnt pay a qtr of a mlll for a bit of ACDC and some speccies would you?

 

[rezagun]

Fire up rezagun!

For all the production values no advertising guru will ever be able to top a few Modra marks backed by some Ackadacka

Im saving my energy for saturday

 

[Pdub]

Fitzy likes it.

 

[Geoffa32]

Fire up rezagun!

For all the production values no advertising guru will ever be able to top a few Modra marks backed by some Ackadacka

I recall there was a Modra clip on YouTube with Evanesence as backing.

Would be good to tidy up and play before the game I reckon.

 

[GreyCrow]

No, it would be like every other match day promo. Not saying there isn't a place for that but I think you're missing the point of this ad. It's a big-picture brand awareness builder. It's to make those who are already connected feel like they belong to something cool, and to make those who aren't wish they were.

Agree its a brand awareness big picture ad. Not sure I agree with the second part. I already know I belong to something cool

Most importantly, it's to look, sound and feel different to all the other footy clubs (and any other sporting organisations) that might be vying for your attention. It's not there to replace other more literal expressions of the footy experience but to add another layer.

This is the line I would go down. Great precis

 

[Anthonyo]

Fitzy likes it.

I've so excited I've got crow bumps!

 

[baldandbroke]

If it was that easy to be an Advertsing exec, I would put my hand up, they need to make it look like the know what they are talking about and come up with weird and wonderful ideas, you wouldnt pay a qtr of a mlll for a bit of ACDC and some speccies would you?

You don't want to know the crap that people pay advertising / branding companies for. I know lots of Ad-Men, and I have dealt with them on my side of the table - and the opposite. A huge proportion of it is snake-oil wrapped in an all-you-can-eat suck-up sandwich. The old dinosaurs and the principles and bullshit they espouse to their young underlings are dying out - thank god. More hits on the website - more likes on facebook - that is about the depth most of these charlatans get to once you strip back the bulldust. Good branding and advertising is a long game, it needs to start with a more principled position than "we need to make a splash and drive up sales".

I like the ad, I like the direction it is taking. I don't want to be the flavour of the month, I want them to leave the right flavour in my mouth for months.

 

[marty36]

You don't want to know the crap that people pay advertising / branding companies for. I know lots of Ad-Men, and I have dealt with them on my side of the table - and the opposite. A huge proportion of it is snake-oil wrapped in an all-you-can-eat suck-up sandwich. The old dinosaurs and the principles and bullshit they espouse to their young underlings are dying out - thank god. More hits on the website - more likes on facebook - that is about the depth most of these charlatans get to once you strip back the bulldust. Good branding and advertising is a long game, it needs to start with a more principled position than "we need to make a splash and drive up sales".

I like the ad, I like the direction it is taking. I don't want to be the flavour of the month, I want them to leave the right flavour in my mouth for months.

I like the ad also, I think it's fairly complexed and is building unity. I far prefer it to the powers shocker saying they won't give up, I am surprised the power board aren't having a crack at the club saying WTF they wouldn't expect their team to give up, is Hinkley suggesting they threw in the towel last year and they are sorry and won't do that again?

 

[baldandbroke]

I like the ad also, I think it's fairly complexed and is building unity. I far prefer it to the powers shocker saying they won't give up, I am surprised the power board aren't having a crack at the club saying WTF they wouldn't expect their team to give up, is Hinkley suggesting they threw in the towel last year and they are sorry and won't do that again?

Never tear us apart, never give up, never stop stop stop ... their supporters obviously respond to slogans about never doing lots of things.

It does seem very negative - to list the things you will never do, but I guess the "us against them" - "we are underdogs" - has hit a sweet spot with the Power supporters ... so they will probably stick with it.

 

[Geoffa32]

Never tear us apart, never give up, never stop stop stop ... their supporters obviously respond to slogans about never doing lots of things.

It does seem very negative - to list the things you will never do, but I guess the "us against them" - "we are underdogs" - has hit a sweet spot with the Power supporters ... so they will probably stick with it.

Bitter slogans for bitter people.

 

[Crowked]

Never tear us apart, never give up, never stop stop stop ... their supporters obviously respond to slogans about never doing lots of things.

It does seem very negative - to list the things you will never do, but I guess the "us against them" - "we are underdogs" - has hit a sweet spot with the Power supporters ... so they will probably stick with it.

Their players never showed up for the 2007 grand final, so the supporters never showed up for the next 7 years.

 

[Iron]

Never tear us apart, never give up, never stop stop stop ... their supporters obviously respond to slogans about never doing lots of things.

It does seem very negative - to list the things you will never do, but I guess the "us against them" - "we are underdogs" - has hit a sweet spot with the Power supporters ... so they will probably stick with it.

Having to tell your supporters you won't literally pack it in mid-game...

 

[Pdub]

http://www.afc.com.au/news/2016-03-25/the-story-behind-creative-crows

It began with a simple idea but the visual effects behind Adelaide’s 2016 TV commercial required teams of world-class specialists to bring it to life.

Actual footage of birds flying together – in murmuration – sparked the idea that needed nearly four months of intricate production work to meet the Club’s season launch deadline.

Adelaide’s marketing brief to SA-based advertising agency Showpony last October was to create something that was world-class, brave and genuine.

“I challenged our marketing team and partners to take ‘We Fly As One’ to the next level,” said Crows CEO Andrew Fagan “and bring it to life in a way that could be applied across a range of digital and match day platforms.

”They certainly delivered on that brief - and then some. It was very much a labour of love, with our partners coming together to produce something special".

Showpony’s creative team looked to the air for inspiration, realised the mass bird ballet fitted the desired theme and then storyboarded the tale of a lone crow joining a flock flying in fluid formation from regional South Australia, through the suburbs and city to Adelaide Oval.

Turning the storyboards into a crows murmuration taking the shape of Crows players and finally supporters was the role of another SA production company, KOJO.

There were ten days of shooting at locations including Burra, World’s End and the oval and three Crows players – Taylor Walker, Eddie Betts and Rory Sloane – were also involved in shoots.

The key piece of the project was the building of the 40,000 murmuring computer-generated crows required hours of complex visual effects work.

To ensure the look was as authentic as possible KOJO engaged highly skilled specialists in VFX crowd creation to build the simulated crow murmurations and lead a team of artists.

Rob East, a senior VFX Technical Director in crowd based simulation, along with a small team of highly skilled crowd VFX artists – who have worked on films including the Hunger Games, Gods of Egypt and Happy Feet 2 – added international expertise to the project.

All of the artists were based onsite in KOJO’s Adelaide studio to allow for direct creative and technical communication.

KOJO director Mike Wilson said the first step was to design a crowd system that created the movement of a real bird murmuration.

“We started with 10,000 points and moved up to 40,000 points to create the epic mass needed for the murmuration,” he said. “We then worked on how it moved, folding in on itself and stretching with all points moving as a group.

“This was created using algorithms and a lot of highly complex mathematics to ensure each simulation remained unique. No two simulations were ever the same which gave the mass a natural feel. From there we added the CGI crows to the simulated points.”

There were three types of flight patterns - straight, gliding and slowing down. The birds would animate between these three depending on what the simulation was doing.

“The hero crowd formations were quite epic in proportion, so to ensure the simulation was fluid and believable we made simpler birds that could be animated easily on mass,” Wilson said.

“For the birds that were closer to camera, a hand animated high resolution bird, with defining features such as feathers and eyes, was created.”

The other challenge was to make these birds form the shapes of the players. Betts, Walker and Sloane had been filmed marking, kicking and handballing and this footage was used to create “attraction points” for the bird to fly to.

“The birds were all lit from the direction of the sun in shot to make sure they looked like they were a part of the environment,” Wilson said. “From there they were composited in with shadows, depth of field and motion blur to truly set them into the scene and make them feel real.”

The result? A cutting-edge TV commercial proudly promoting the Adelaide Football Club and our ‘We Fly as One’ slogan, first created before the 2015 season by Showpony Advertising in close consultation with the Crows.

"We Fly As One isn't just a marketing tagline,” Fagan said. “It was created last year to represent our strategic vision of 'Bringing People Together to Achieve Great Things'. People sit at the core of this vision - our members and fans, our players, our business partners and the broader community, amongst others.

“In 2015, it became nationally recognised and universally embraced by our supporters, through the best and worst of times, to become almost immediately synonymous with the Adelaide Football Club and those who are part of our journey.”



KEY PLAYERS

Showpony Advertising

• Greg Kavanagh – Group Account Director
• Parris Mesidis – Group Creative Director
• Andy Scott – Creative Director
• Jonathan Pagano – Senior Art Director

KOJO Productions

• Mike Wilson – Director
• Matt Byrne – Executive Producer
• Miles Rowland - Director of Photography
• Sarah Bond – Production Manager
• Jade Robinson – Offline Editor
• Richard Coburn – Online Editor
• Rob East – VFX Supervisor
• David Smith – VFX Animator
• Simon Herden, Emily Probert, Eleni Taylor – VFX Compositors
• Bree Whitford – VFX Producer
• Kate Butler – Post Producer
• Zoe Drummond – Post Coordinator

SONAR Music

• Alejandro Gomez – Composer
• Sophie Haydon - Producer

 

[Red mist]

Here's something I found the other day the players could run out with.

 

[Bay62]

http://www.afc.com.au/news/2016-03-25/the-story-behind-creative-crows

Yeah but it's nothing compared to this little known story

The story behind creative Port

We wanted something brave and world class. Something that resonated with our strategic direction of never being torn apart. Or something like that.

So we got some old footage of a team that played in a different competition years ago and showed a couple of bumps from that. Because, you know, no other team has ever had players that bump other players.

Then we got this bloke called Ken to look serious and promise that they would do what they're paid to do and play footy for the whole game. Not go home half way through like they did in 2007. And most of their games last year.

Overall it took a team of three people plus the work experience girl a couple of days to put together. And we didn't use any algorithms because we don't know what they are. They're probably things that give up. So we thought we'd better not.

It's simple and reminds everyone that we're nothing like what Port Adelaide used to be. Because our coach never played for Port, nor did our captain.

Besides, we couldn't afford anything more complex because we've spent all the handouts we've got over the years. You know, those ones they give clubs who have a history of giving up and being crap over many years.

Kochie thinks it's great

 

[baldandbroke]

Yeah but it's nothing compared to this little known story

The story behind creative Port

We wanted something brave and world class. Something that resonated with our strategic direction of never being torn apart. Or something like that.

So we got some old footage of a team that played in a different competition years ago and showed a couple of bumps from that. Because, you know, no other team has ever had players that bump other players.

Then we got this bloke called Ken to look serious and promise that they would do what they're paid to do and play footy for the whole game. Not go home half way through like they did in 2007. And most of their games last year.

Overall it took a team of three people plus the work experience girl a couple of days to put together. And we didn't use any algorithms because we don't know what they are. They're probably things that give up. So we thought we'd better not.

It's simple and reminds everyone that we're nothing like what Port Adelaide used to be. Because our coach never played for Port, nor did our captain.

Besides, we couldn't afford anything more complex because we've spent all the handouts we've got over the years. You know, those ones they give clubs who have a history of giving up and being crap over many years.

Kochie thinks it's great

I thought the story behind Port started just after the Big Bang - something about crawling out of a swamp?

 

[Mike Smyth]

Love this commercial. Great job.

 

[Pdub]

Here's something I found the other day the players could run out with.

Would probably depend on what it looks like from other angles, and if it could be done without getting the oval too wet.