adidas Originals presents the Star Wars™ Cantina 2010:
The most Original place to watch the FIFA World Cup
Herzogenaurach, June 07, 2010 /PRNewswire/ — The latest installment of the 2010 Originals campaign, “The Street Where Originality Lives,” combines Star Wars, adidas and the world’s largest sporting event in a cinematic first that takes the FIFA World Cup™ to a whole new galaxy. The film is a creative re-edit of one of the most famous Star Wars movie scenes – the Mos Eisley Cantina on Tatooine – and features David Beckham, Franz Beckenbauer, Snoop Dogg, Noel Gallagher, Ian Brown, Ciara, Jay Baruchel, Daft Punk and DJ Neil Armstrong, not to mention Han Solo, Chewbacca, C-3P0 and Obi-Wan Kenobi. This unique film was created as a result of a close partnership with Lucasfilm Ltd.
“The theme of the 2010 Originals campaign is a neighborhood of originality,” explained Tom Ramsden, Global Director of Communications, adidas Originals. “It brings together all elements of adidas Originals and the diverse people who wear it – artists, athletes, musicians, skaters and so on all in one place, doing what they love to do. So when we thought about how to best present adidas’ partnerships with Star Wars and the FIFA World Cup™, we immediately thought of temporarily turning the Mos Eisley Cantina into a place to watch some football and invite some friends along. The result is a truly unique, original film.”
The campaign will launch on TV in UK and the US on June 12th, the full length 2 minute version will launch online exclusively on June 5th!
In early 2010 adidas Originals started collaboration with Lucasfilm Ltd. to promote co-branded footwear and apparel around the Star Wars franchise. For more information on adidas’ relationship with Star Wars or the FIFA World Cup™ please visit www.adidas.com
The tech details:
To seamlessly integrate new shots of David Beckham, Snoop Dogg and company into original Star Wars footage, a set was created to replicate the original dimensions of that bar featured in the film. This enabled the performers to work realistically with the props, make the correct eye-lines and so on. Where they were required to interact with Star Wars™ characters, stand-ins were used to ensure a realistic performance. The color palettes and lighting conditions of the new shots were also carefully chosen so they could be easily blended with the original footage. To bring the new ad up to date, television screens featuring a football match together with various pieces of football memorabilia were also created and added to the bar scene.
Software called Flame was used to composite (superimpose) the old and new shots together and remove old characters from the footage - taking care to blend the edges and make the joins seamless. Finally, the film was graded by The Mill's colorists using a grading system called Baselight to ensure that both the original cinematic footage and newly shot HD footage matched and the overall effect was flawless.
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