Feel the Soul of Football in Anomaly's Latest for Dick's Sporting Goods

Derek Cianfrance returns to direct stirring ad

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It's not Nike, it's not adidas, it's not Gatorade. But Anomaly's latest spot for Dick's Sporting Goods captures the athletic intensity worthy of such major sports advertisers -- and then some. Continuing an idea the agency launched in a baseball-related spot in February, "Every Snap" throws the viewers straight into the heart of a tense football game, with the most miniscule of detail -- from every player's move toeach referee whistle to every audience hurrah palpable throughout.

@radical.media's Derek Cianfrance, who just came off shooting the feature "Place Beyond the Pines," returned to direct, but the technique here differs from that of the previous commercial. According to Anomaly Creative Director Seth Jacobs, while the baseball spot Every Pitch used a motion control dolly track, the football ad required a tricked-out spider cam. "We kept it inches from the ground and had to customize the rig to make this possible," Mr. Jacobs said. "A deflated soccer ball was inserted into the rig to act as a shock absorber to help make it smooth."

And unlike the baseball spot, the latest ad posed more complicated challenges when it came to talent. "We had to choreograph 22 players as well as referees and coaches," Mr. Jacobs said. "In the baseball ad, there was basically no movement for what the camera was doing. This spot was, in effect, a ballet, where the camera was weaving in and out."

Both commercials illustrate the varied nuances of each sport. "Baseball is a calm moment of anticipation, where subtle shifts are made and encouragement and watch outs are made known," explained Mr. Jacobs. "In football, an entire chess match of action goes down. Actions and reactions happen with every player, and plays get changed, determining the outcome of the game."

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Jul 16, 2013
Chief Creative Officer:
Mike Byrne
Creative Director:
Seth Jacobs
Taylor Twist
Mike Warzin
EP/Head of Production:
Andrew Loevenguth
Matt Flaherty
Production Company:
Derek Cianfrance
Executive Producer:
Frank Scherma
Executive Producer:
Donna Portaro
Executive Producer:
Tommy Turtle
Head Of Production:
Cathy Dunn
Production Supervisor:
Rebecca Deelo
Director of Photography:
Peter Deming
1st AD:
Mark Frishman
Art Director:
Timmy Hills
Costume Designer:
Jim Mancusso
Casting/Football Supervisor:
Mike Fischer
Editorial Company:
Rock Paper Scissors
Biff Butler
Executive Producer:
Eve Kornblum
Melanie Gagliano
Company 3
Tom Poole
Executive Producer:
Tara Dowd
Visual Effects/Flame:
Executive Producer:
James Razzall
Senior Producer:
Graham Dunglinson
VFX Supervisor:
Alex Thomas
VFX/Comp Supervisor:
Sharron Marcussen
CG Supervisor:
James Dick
Flame Artist:
Raul Ortego
Flame Artist:
Tom Leckie
Sound Designer:
Brian Emrich
Sound Mix:
Sound Lounge
Rob Sayers
Soup Music
Andy Huckvale
Song Title:

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