“Wrapshear,” a 30-second spot from agency mcgarrybowen and directors Mark Kudsi and Grady Hall of Motion Theory for a leading brand of athletic shoe, was honored recently with a 2006 Clio Award, the advertising industry’s most prestigious honor.
An imaginative melding of gritty, urban Los Angeles landscapes and highly sophisticated visual effects, “Wrapshear” won Motion Theory a silver trophy in the Animation category, with a big assist from the imagery of Canon High Definition Electronic Cinematography (HD-EC) variable focal length (zoom) lenses.
The footage for the commercial was shot by high-concept DP Richard Henkels, who relied on the performance of his Canon HJ21x7.5B KLL-SC and HJ11x4.7B KLL-SC HD-EC lenses for flare-free shots in run-and-gun situations where there was no control over lighting.
“Wrapshear” is a visually entrancing spot where an inspiringly detailed close-up of the high-tech athletic shoe quickly takes a fantastic turn. A gritty, animated cityscape grows suddenly out of the shoe, becoming a 3-D graphic environment that unfolds quickly around the live-action runner who is moving nimbly through it.
Henkels put his Canon HD-EC lenses, affixed to Sony 950 cameras shooting in 24p, to the test during the three-day project, which entailed both green-screen work and hectic location shoots.
The high-quality imagery of Canon’s HD-EC lenses is the result of a combination of the high contrast and sharpness, which holds up from image center to the corners, and was essential in helping Henkels and Motion Theory achieve their vision.
For more information, visit: www.usa.canon.com.