Comments on: Brickyard VFX: Sprint

By: peterrosen

peterrosen — Wed, 05 Sep 2007 15:15:52 +0000

I have been doing light painting since 1989 when I discovered the Spirit Body process Performance Photography technique which has been used with great results by these folks at Brickyard. I wish they had given me credit for using “my idea” LOL!

Please check out my stuff and comment:

http://www.flickr.com/photos/phr/sets/72157594251675918/

And please DO INCLUDE ME in your next time out if you need additional light painters on Maui!

By: rgrant

rgrant — Thu, 26 Jul 2007 08:50:13 +0000

i’m digging the charts ad more, especially the stairs shot with people
being the grid, adds some humour and humanity to the cold hard world
or chart design.

By: boldincontext

boldincontext — Sun, 15 Jul 2007 20:18:52 +0000

Could be purely semantics, but in my opinion, “light painting” or “extended exposure stop-action photography” is the executional technique here not the overarching campaign concept, which is being played out over all sorts of media. (Saw a billboard the other day.)

The campaign concept is, basically, Sprint Ahead — at the speed of light — with Sprint.

Executional techniques have been appropriated since the beginning of time. How they’re adapted and used to bring a concept to life is what’s interesting to me. I like how it works here.

PS
I’ve been a big fan and lurker for a while. Thanks for the insightful posts, resources, quickies…well, everything really.

By: Joe Clay

Joe Clay — Wed, 11 Jul 2007 02:56:25 +0000

I don’t think they’re weak. Originality goes a long way, but the intended audience won’t know the difference.

I do wish they had treated the actual sprint logo as well, but I’m sure the execs would have denied that one, even with a transition. They need to maintain their brand, but it would have been cool.

By: Kevathens

Kevathens — Tue, 10 Jul 2007 13:08:21 +0000

On a side note, I’m starting to see Sprint Ahead campaign ads on sites like nytimes.com, and that’s where I would draw the line. I imagine there may be billboards, magazine ads, etc. that do the same thing. Ick.

I live in a rural town so I don’t get a lot of the added joys of campaignage that others do.

By: Beacher

Beacher — Sun, 08 Jul 2007 22:33:43 +0000

Originality is irrelevant. Having the desired impact on the intended audience is relevant. If the audience thinks the spot is weak, then it failed.

It’s very likely that these spots will catch the attention of a lot of viewers. Hopefully they’ll remember the product. The logo treatment (not mentioned in the posts so far) should help.

By: Brett

Brett — Sun, 08 Jul 2007 08:03:14 +0000

I don’t get why people are so insistent on proving that this is unoriginal. It’s pretty decent, and some of these arguments are just for the sake of argument.

I’m one to speak negatively about some of these posts, but only because I think they can be better, not simply because I want to say it isn’t post worthy.

By: rothermel

rothermel — Sun, 08 Jul 2007 06:39:17 +0000

a film is a series of still images. thats not the point.

the point is that maybe the inxs director was inspired by picasso and pika pika was inspired by inxs, and sprint was inspired by pika pika, etc. etc. etc. down the foodchain.

i just wouldn’t say it started as a youtube trend. i agree with you though, that in this case it might have been chewed up and spit out by some ad execs with ponytails and blutooths.

By: justin

justin — Sun, 08 Jul 2007 06:18:45 +0000

And he made movies of that? It’s one thing to make a still image of moving light and quite another to make a film of it.

Having said that, I’m sure it’s been done long, long ago. Just like nearly everything else posted on this site. The point is that the YouTube phenomenon is a new one, and that’s why Sprint and their agency latched onto it.

By: rothermel

rothermel — Sun, 08 Jul 2007 06:10:15 +0000

hey justin, im pretty sure picasso did it before some underground youtubers.

http://itp.nyu.edu/spatialdesign/blog/archives/picasso.jpg